Dooh Agency: How Digital OutofHome Advertising Works

In today’s digital age, traditional billboards and displays simply aren’t cutting it anymore.

Enter DOOH – a revolutionary form of advertising that has taken the marketing world by storm.

With its customizable and interactive content, DOOH offers businesses a whole new level of engagement and effectiveness.

And at the forefront of this advertising revolution is the groundbreaking agency, Edison Interactive.

Discover how they’re shaping the future of advertising and transforming businesses like never before.

dooh agency

Yes, a DOOH agency refers to a digital-out-of-home agency that specializes in digital advertising and media on billboards, signage, and displays.

DOOH advertising has become popular as online advertising becomes saturated and less effective.

It can be found on roads, buildings, digital screens, and high-traffic areas, and offers businesses customizable and interactive content options.

DOOH enhances the outdoor advertising experience and provides advantages such as the ability to quickly change and optimize media, track viewership and interactions, and implement new content strategies using technologies like AI and facial recognition.

With display advertising online receiving fewer interactions, DOOH is predicted to continue growing.

Implementing DOOH advertising can lead to increased conversions for businesses, and companies like Edison Interactive specialize in helping businesses with their DOOH advertising efforts.

Key Points:

  • DOOH agency specializes in digital advertising and media on billboards, signage, and displays
  • DOOH advertising is popular as online advertising becomes saturated and less effective
  • DOOH can be found on roads, buildings, digital screens, and high-traffic areas
  • DOOH offers customizable and interactive content options for businesses
  • DOOH enhances outdoor advertising with advantages like quick media changes and viewer tracking
  • Implementing DOOH advertising leads to increased conversions, with companies like Edison Interactive specializing in this area


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💡 Did You Know?

1. The term “dooh” agency stands for “Digital Out Of Home” agency, specializing in advertising on digital billboards, screens, and interactive displays located in public spaces.
2. The first digital billboard in the world was installed in 2005 by a dooh agency called Lamar Advertising in Salt Lake City, Utah.
3. In 2008, a dooh agency in Tokyo created a digital billboard that emitted fragrances along with the displayed ads, enhancing the overall sensory experience for passersby.
4. The largest digital billboard in the world, measuring 26,489 square feet, was installed by a dooh agency in Riyadh, Saudi Arabia, in 2014.
5. In 2019, a dooh agency in London developed a digital billboard using cameras and AI technology to monitor the mood of individuals passing by, adjusting the displayed ads accordingly to create a more personalized experience.

Introduction To Dooh Advertising

Digital out-of-home (DOOH) advertising has revolutionized the advertising and media industry. DOOH refers to the use of digital technology for marketing communication displayed on billboards, signage, and various other digital displays. It allows businesses to reach consumers in high-traffic areas, enhancing their message and creating memorable experiences.

DOOH has become an increasingly popular choice for advertisers as online advertising becomes saturated and less effective. This article explores the various aspects of DOOH advertising and how it has reshaped the advertising landscape.

The concept of DOOH is based on the idea of extending traditional outdoor advertising methods and enhancing them with digital features. Traditional billboards have evolved into dynamic digital screens, allowing businesses to create customizable and interactive content.

With DOOH technologies, businesses can more effectively engage with their target audience through touch screen games, QR code scanning, and other interactive features. These advancements in technology have made DOOH advertising an exciting and engaging medium that complements traditional marketing strategies.

Growing Popularity Of Dooh

In recent years, there has been a surge in popularity for DOOH advertising. With consumers becoming immune to online advertising and the rise of ad-blockers, businesses are seeking alternative methods to grab their target audience’s attention. DOOH provides a solution to this problem by offering an immersive and less intrusive advertising experience. What sets DOOH apart from traditional outdoor advertising methods is its ability to quickly change and optimize media content.

The increasing popularity of DOOH can be credited to its effectiveness in reaching consumers at various locations. Digital displays can be found on roads, buildings, shopping malls, public transportation stations, and other high-traffic areas. This ensures that businesses can effectively promote their products or services to a wide range of potential customers. The versatility of DOOH provides advertisers with endless opportunities to create impactful campaigns that resonate with their target demographic.

Some key points to consider about DOOH advertising:

  • It offers an immersive and less intrusive advertising experience.
  • DOOH provides the flexibility to change and optimize media content quickly.
  • Digital displays can be found in various locations, reaching a wide range of potential customers.
  • The versatility of DOOH allows advertisers to create impactful campaigns that resonate with their target demographic.

“DOOH advertising provides businesses with a solution to capture their target audience’s attention in an increasingly online and ad-blocker dominated world.”

Various Locations For Dooh Advertising

DOOH advertising can be found in a variety of locations, presenting businesses with a multitude of opportunities to showcase their brand and reach their target audience. These locations include roadsides, where digital billboards attract the attention of drivers and passengers alike. Buildings also serve as prime locations for DOOH displays, capturing the attention of pedestrians and those in nearby offices or residential areas. Digital screens strategically placed in high-traffic areas, such as shopping malls and train stations, maximize the reach of DOOH campaigns.

The possibility of using DOOH in various locations allows for targeted advertising based on the characteristics of the venue and its audience. For example, advertisers can tailor their messages for specific areas, such as advertisements for restaurants near popular dining districts or promotions for upcoming events in entertainment venues. The ability to customize content based on location enhances the effectiveness of DOOH advertising by ensuring relevant messages are delivered to the right audience at the right time.

Interactive Content With Dooh

One of the key advantages of DOOH advertising is the ability to create customizable and interactive content. Unlike traditional billboards, which are static and fixed, DOOH displays can incorporate touch screen games, QR code scanning, and other interactive elements. Businesses can leverage these interactive features to engage their audience on a deeper level and create memorable brand experiences.

By integrating touch screen games, advertisers can gamify their campaigns, increasing consumer participation and fostering positive associations with their brand. QR code scanning allows users to instantly access additional information, promotional offers, or website links, further enhancing the engagement and interaction with the advertisement. These interactive elements provided by DOOH advertising not only capture attention but also provide an opportunity for businesses to gather valuable consumer data for future marketing strategies.

Enhancing The Outdoor Advertising Experience

DOOH advertising transforms the outdoor advertising experience, making it more dynamic, engaging, and less intrusive for consumers. Unlike static billboards, DOOH displays can quickly and efficiently change content. Advertisers can run multiple creative campaigns on a single digital screen, keeping their messaging fresh and relevant.

The dynamic nature of DOOH advertising allows businesses to adapt their messaging based on real-time conditions or events. For instance, a sports apparel retailer can easily update their DOOH displays to promote merchandise related to a winning team or a major sporting event. This ability to seize timely marketing opportunities creates a sense of relevance, capturing the target audience’s attention and increasing the effectiveness of the advertising campaign.

Advantages Of Dooh Advertising

DOOH advertising offers numerous advantages over traditional outdoor advertising methods.

  • Firstly, the ability to quickly change and optimize media content allows businesses to respond dynamically to market conditions and consumer preferences. This flexibility ensures that messaging remains relevant and impactful, increasing the chances of attracting potential customers.

  • Secondly, DOOH advertising provides more insights than traditional outdoor advertising. Advanced analytics and tracking technologies allow businesses to monitor viewership, interactions, and demographics in real-time. This data helps advertisers assess the effectiveness of their campaigns and make informed decisions for future marketing strategies.

  • Finally, DOOH offers the opportunity for advertisers to implement innovative content strategies. By incorporating artificial intelligence (AI) and facial recognition technology, DOOH can provide personalized and targeted messages to individuals. This customization creates a more tailored and engaging experience for the consumer, strengthening the brand-consumer relationship and increasing the impact of the advertisement.

In summary:

  • DOOH advertising allows businesses to quickly adjust their messaging, increasing its relevance and effectiveness.
  • Advanced analytics and tracking technologies provide valuable insights for advertisers to measure campaign success.
  • Incorporating AI and facial recognition technology creates personalized and engaging experiences for consumers.

DOOH advertising has the potential to revolutionize the way businesses engage with their target audience. With its flexibility, advanced analytics, and innovative technologies, it is clear that DOOH is a powerful tool in the modern advertising landscape.

Advantages of DOOH advertising:

  • Flexibility in changing and optimizing media content
  • Real-time monitoring of viewership, interactions, and demographics
  • Personalized and targeted messages using AI and facial recognition technology

Tracking Viewership And Interactions

One of the major advantages of DOOH advertising is the ability to track viewership, interactions, and demographics. Traditional outdoor advertising provides limited insights into how many people see an advertisement or how they interact with it.

DOOH solves this problem by integrating advanced analytics and tracking technologies that monitor audience engagement. By tracking viewership, advertisers can determine the reach of their campaigns and understand which locations and times of day are most effective. This data-driven approach allows businesses to optimize their investment by targeting the most relevant and receptive audience.

Moreover, DOOH advertising enables businesses to track interactions. This information helps advertisers understand how consumers engage with their message, providing insights into their preferences and behaviors. By analyzing this data, businesses can refine their campaigns and deliver more impactful messages to their audience.

Demographic tracking is another valuable feature of DOOH advertising. By analyzing the demographics of viewers, businesses can tailor their content to specific segments, reaching the right audience with the right message. This targeted approach maximizes the effectiveness of advertising campaigns and increases the potential for conversions.

  • DOOH advertising allows tracking viewership, interactions, and demographics
  • Advanced analytics and tracking technologies monitor audience engagement
  • Tracking viewership helps determine campaign reach and effective locations/times
  • Tracking interactions provides insights into consumer preferences and behaviors
  • Demographic tracking enables content tailoring for specific segments
  • Targeted approach maximizes advertising effectiveness and increases conversions.

Innovative Strategies With Dooh

DOOH advertising (Digital Out-Of-Home advertising) allows advertisers to implement innovative and creative strategies that were not possible with traditional outdoor advertising. With the integration of AI and facial recognition technology, DOOH campaigns can deliver personalized messages to individuals based on their demographics, emotions, and preferences.

The use of AI enables DOOH displays to analyze real-time data, such as weather conditions or social media trends, and adapt the content accordingly. For example, an advertiser promoting a skincare product can adjust their messaging to highlight the importance of sunscreen on a sunny day.

Facial recognition technology takes personalization to the next level. DOOH displays can identify individual viewers and tailor advertisements based on their age, gender, or even previous interactions. This customization creates a more relevant and engaging experience, increasing the chances of capturing the viewer’s attention and driving conversions.

These innovative strategies demonstrate the potential of DOOH advertising to create memorable and impactful campaigns. By leveraging advanced technologies, businesses can deliver highly relevant and personalized messaging that resonates with their audience.

  • DOOH advertising enables innovative and creative strategies that were not possible with traditional outdoor advertising.
  • AI and facial recognition technology allow for personalized messages based on demographics, emotions, and preferences.
  • Real-time data analysis enables content adaptation based on weather conditions or social media trends.
  • Facial recognition technology tailors advertisements to individual viewers, increasing engagement and conversions.

These innovative strategies demonstrate the potential of DOOH advertising to create memorable and impactful campaigns.

Shift From Online To Dooh Advertising

As online advertising becomes saturated and less effective, businesses are increasingly shifting their focus to DOOH advertising. Display advertising online is facing challenges such as ad-blockers, banner blindness, and declining click-through rates.

In contrast, DOOH continues to thrive and grow as a viable alternative to capture consumers’ attention. DOOH provides a fresh and dynamic approach to advertising that attracts attention in a cluttered media landscape. By reaching consumers in high-traffic areas and leveraging interactive features, DOOH stands out and engages viewers in a way that is becoming increasingly difficult to achieve online.

The shift from online to DOOH advertising is further fueled by the advantages discussed earlier, including:

  • The ability to quickly change and optimize media content
  • Track viewership and interactions
  • Implement innovative strategies using AI and facial recognition technology.

DOOH advertising offers businesses a powerful tool to overcome the challenges of online advertising and effectively reach their target audience.

Creating Relevant And Engaging Messaging

DOOH technology is a powerful tool that allows businesses to create highly relevant and engaging messaging for their target audience. The versatility of DOOH displays enables businesses to tailor content to specific locations, events, or audience segments.

Relevance is a crucial factor in effective advertising, and DOOH provides the opportunity to deliver personalized and timely messages. By analyzing real-time data, businesses can adapt their content to be contextually relevant. For instance, a coffee shop chain can display advertisements for hot drinks during cold weather or promote iced beverages on a hot summer day.

Engaging messaging is essential for capturing and retaining consumers’ attention. DOOH technology enhances engagement by incorporating interactivity and gamification. Businesses can create touch screen games or interactive experiences to provide a memorable and enjoyable brand interaction that goes beyond traditional advertising.

Some effective examples of DOOH campaigns include the Shark Experience presented by Verizon, which offers a unique interactive golf experience combining PGA TOUR content with GPS yardage information. Coors Light also successfully curated advertisements targeting golfing audiences during major tournaments. These examples clearly demonstrate the power of DOOH in creating relevant and engaging messaging.


DOOH advertising has emerged as a powerful tool for businesses looking to stand out in today’s cluttered advertising landscape. Its ability to combine the reach of traditional outdoor advertising with the dynamic and interactive features of digital technology has revolutionized marketing communication. With the shift from online advertising to DOOH, businesses can create highly relevant and engaging messaging that resonates with their target audience.

DOOH’s advantages, including the ability to quickly change and optimize media, track viewership and interactions, and implement innovative strategies using AI and facial recognition, make it a compelling choice for advertisers. Edison Interactive, an interactive technology company, offers solutions to help businesses leverage DOOH advertising effectively. The future of advertising lies in the hands of DOOH, as it continues to grow and evolve with new technologies and creative possibilities.


1. What services does a DOOH agency typically offer to businesses looking to advertise outdoors?

A DOOH (Digital Out-Of-Home) agency typically offers a range of services to businesses looking to advertise outdoors. Firstly, they provide expertise in developing effective digital content specifically tailored for outdoor advertising mediums such as billboards, digital signage, and transit displays. This includes creating eye-catching designs that capture attention and deliver the intended message to the target audience.

Secondly, a DOOH agency usually offers media planning and buying services. They help businesses identify the most strategic locations for their outdoor advertisements based on factors like target demographics, foot traffic, and visibility. The agency negotiates with media owners to secure the best rates and ensures that the advertisements are displayed at optimal times to maximize reach and impact. Additionally, they may offer data-driven insights and analytics to measure the effectiveness of the campaigns and provide recommendations for future optimizations.

2. How does a DOOH agency utilize technology to enhance outdoor advertising campaigns?

A DOOH (Digital Out of Home) agency utilizes technology in various ways to enhance outdoor advertising campaigns. One way is by incorporating dynamic content and real-time updates. By using advanced digital signage systems, DOOH agencies can display ads that can be updated in real-time. This allows for more relevant and targeted advertising, as messages can be customized based on factors like weather, time of day, or even the demographics of the audience. This makes outdoor advertising more engaging and effective.

Another way DOOH agencies utilize technology is by leveraging data and analytics. Through the use of sensors and cameras, agencies can collect data on how people interact with the ads. This data can provide insights into audience behavior, such as dwell time or demographic information, allowing for optimization of campaigns and better targeting. By analyzing this data, DOOH agencies can make data-driven decisions to improve the effectiveness of their outdoor advertising campaigns.

3. What are the key factors to consider when selecting a DOOH agency for a digital out-of-home campaign?

When selecting a DOOH agency for a digital out-of-home campaign, there are several key factors to consider. Firstly, it is important to evaluate the agency’s expertise and experience in the DOOH space. Look for agencies that have a strong track record and a deep understanding of the digital out-of-home industry. This can be determined by reviewing their past campaigns, client testimonials, and industry recognition.

Secondly, consider the agency’s network reach and capabilities. It’s crucial to choose an agency with a wide network of digital billboards and screens across desired locations. They should have the ability to target specific demographics, deliver dynamic content, and provide real-time analytics and reporting.

Additionally, it is important to assess the agency’s technology and creative capabilities. Look for agencies that have the technical expertise to integrate interactive features, mobile and social media integration, and programmatic buying. They should also have a strong creative team that can design visually appealing and engaging content for digital out-of-home screens.

Overall, selecting a DOOH agency for a digital out-of-home campaign requires evaluating their expertise, network reach, technology capabilities, and creative skills to ensure a successful and impactful campaign.

4. How has the role of a DOOH agency evolved with the rise of digital media and programmatic advertising?

The rise of digital media and programmatic advertising has greatly impacted the role of DOOH (Digital Out-of-Home) agencies. In the past, DOOH agencies primarily focused on the placement and management of static advertisements on physical billboards and displays. However, with the advent of digital media and programmatic advertising, DOOH agencies have expanded their services to include dynamic and targeted content delivery.

DOOH agencies now have access to real-time data and analytics, allowing them to better understand the audience and optimize content accordingly. They can use programmatic platforms to automate the process of buying, selling, and delivering digital out-of-home ads, making it more efficient and cost-effective. This evolution has given DOOH agencies the ability to deliver dynamic, personalized content, such as weather-triggered ads or contextually relevant messaging, increasing the relevance and effectiveness of their campaigns. Overall, the role of a DOOH agency has shifted from traditional billboard placements to strategic management of digital ad campaigns, leveraging programmatic advertising to deliver more impactful and targeted content.