Our Insights
Not So Traditional Out of Home Advertising
How Digital Technology Is Transforming OOH (DOOH)
Out-of-home (OOH) advertising has always been about meeting people where they are—on the road, at work, or out in the community. Over the past decade, the medium has transformed dramatically. Powered by data, automation, and digital screens, digital out-of-home (DOOH) is reshaping how brands plan, personalize, and measure advertising campaigns. This new era blends OOH’s iconic scale with digital precision, creating a channel that is dynamic, measurable, and important to consider as part of your overall media strategy.
Real-Time Content
DOOH allows marketers to update content instantly, keeping messaging relevant without the turnaround time that coincides with printing or manual installation. Brands can remotely refresh daily promotions, countdowns, event updates, localized alerts, or product availability, ensuring campaigns are up to date.
Dynamic Creative
Dynamic creative brings DOOH to life. Ads can respond to environmental and situational cues, think: time of day, traffic conditions, sports results, or location. This adaptability transforms screens into experiences and engages audiences in real time.
Programmatic Buying
Programmatic DOOH automates media buying, letting marketers flex budgets based on live audience data to purchase placements across multiple screens and locations. It also enables dayparting, budget pacing, triggered delivery, frequency caps, and cross-network optimization, ensuring campaigns are responsive and performance-driven.
Audience Targeting
With privacy-compliant mobile and location data now available, DOOH can reach audiences based on demographics, behaviors, visitation patterns, commuting routes, and points of interest. This precision ensures messaging lands with the right audience at the right time, which should always be the goal when considering ad placements.
Measurement and Attribution
DOOH also addresses the limitations associated with measuring the performance of traditional OOH. Advertisers can now track impressions, foot traffic lift, website visits, app engagement, sales lift, brand awareness, and audience reach and frequency. Mobile location data further links exposure to behavior, bridging the gap between an ad’s visibility and the resulting performance metrics.
Why It Matters
Digital technology has made OOH smarter, more flexible, and quantifiable. Screens can be updated in real time, campaigns can target precisely, and performance can be measured. The result is a channel that combines the trust and visibility of traditional OOH with the intelligence and responsiveness of digital advertising.
We know that in the current landscape, traditional media is anything but traditional. The Lewis Media team remains agile and channel agnostic, so that we can prioritize finding the right tactical mix to help your business reach its goals. Talk to our team to see how we can put 25 years of traditional media expertise to work for you.
