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Outdoor & OOH

Outdoor and out-of-home (OOH) refers to roadside, mall or transport advertising panels, but also includes street furniture (such as bus shelters), many point-of-sale materials (including beer mats, retail checkout screens), and advertising in environments such as gyms, bars or washrooms, as well as special-build media properties in public spaces. Digital Out of Home (DOOH) is any of the above using digital displays. This ranges from single image electronic displays to full-motion videos and sometimes involves interaction.

Key Reading

Important papers from across the Warc database

This Best Practice paper explores different ways out of home media can be used as part of the marketing mix, and discusses how digital is improving outdoor effectiveness. It argues that digital technology allows electronic sites to be updated or changed, creating opportunity for advertising targeted by time and expected audience.
Common issues in planning for outdoor, including changing formats, audience reach and measurement
A new GPS measurement approach which offers a realistic understanding of how people see OOH ads.
Three dimensions through which to assess the possible payback from outdoor campaigns that use digital.
This tool allows you to build your own adspend datasets for individual media channels, including outdoor.

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