Debunking common misconceptions in the digital out-of-home advertising industry

The out-of-home advertising (OOH) industry continues to evolve, with digital out-of-home (DOOH) driving rapid momentum—in 2024 DOOH accounted for 34% of total OOH ad spend, a 7.5% increase from the previous year. DOOH offers brands unparalleled opportunities to connect with audiences in the physical world. Yet, misconceptions persist, causing some advertisers to overlook its full potential. From measurement capabilities to audience targeting, we’re clearing up some of the most common myths around DOOH.

Myth #1: DOOH is Just Digital Billboards

Reality: While most advertisers think digital billboards are a significant part of DOOH, they’re just the tip of the iceberg. DOOH also includes place-based screens in venue types like malls, grocery stores and major retailers, residential and office buildings, gyms, airports, and even elevators, reaching consumers in various environments and moments of influence. Digital OOH networks continue to grow alongside billboards, including urban panels, tv screens in doctor’s offices and pharmacies, screens in restaurants and bars, and much more. With Screenverse, advertisers can map our OOH inventory of 100,000+ screens across 30+ venue types to maximize coverage along the customer journey.

Myth #2: You Can’t Measure DOOH Effectiveness

Reality: Advanced measurement tools, including mobile location data, impression-based analytics, and brand lift studies, enable advertisers to track DOOH performance like never before. We’re proud to partner with a variety of measurement providers to understand brand lift, purchase intent, online conversion, among other metrics, to ensure that every campaign is data-driven, transparent, and results-oriented. Advertisers can also measure performance across multiple channels by integrating DOOH with other digital efforts. Check out some of our case studies where we measured the effectiveness of DOOH with major advertisers across our trusted network partners.

Myth #3: DOOH is Too Expensive for Most Brands

Reality: Programmatic DOOH (prDOOH) has made the medium more accessible than ever with the advancements in technology and machine learning. With prDOOH, prices are based on impressions delivered, not by inventory booking rates. Advertisers can set flexible budgets, target specific audiences, and optimize campaigns in real-time, eliminating the need for massive upfront investments. With more than 19 billion impressions across our 19 media networks, advertisers can leverage our OOH inventory to maximize scale and reach at incredibly efficient CPM rates.

Myth #4: DOOH Doesn’t Support Targeted Advertising

Reality: With data-driven capabilities, DOOH enables precise audience targeting based on demographics, location, time of day, weather triggers, and behavioral insights. It’s not a one-size-fits-all approach; it’s dynamic and adaptable. Targeted advertising delivers contextual messaging and that aligns with consumers’ interests and needs. A study by The Harris Poll and OAAA reports 81% of respondents finding ads with product offers related to current weather conditions, like temperature or precipitation, highly relevant and useful. We work alongside leading supply-side platforms (SSPs), data aggregators, and our trusted media partners to help advertisers identify the venue type and screen that provides the most value to your campaign and audience.

Myth #5: DOOH is Less Effective Than Online Ads

Reality: Unlike digital ads that compete for attention in cluttered feeds, DOOH stands out in real-world environments where consumers are more receptive. Studies show that DOOH can drive brand awareness, engagement, and even online conversions—often complementing digital campaigns. Consumers overwhelmingly favor DOOH ads (73%) over other forms of ad media such as television/video (50%), social media (48%), online (37%), audio (32%), and print (31%). When coupled with other digital campaigns, 74% of mobile device users report taking action on their mobile devices following recent exposure to DOOH ads, per a study from the Harris Poll and OAAA.

Myth #6: DOOH is Only for Big Brands

Reality: While it’s easy for some to think DOOH is only utilized by global brands and big corporations, the medium creates a unique opportunity where everyone can play and participate. Small and mid-sized businesses (SMBs) are leveraging DOOH more than ever, thanks to supply-side platforms (SSPs), demand-side platforms (DSPs) and programmatic technology. Whether it’s a local restaurant targeting nearby foot traffic or a startup driving brand awareness, DOOH works for businesses of all sizes.

Utilizing digital out-of-home advertising 

DOOH is a dynamic, measurable, and cost-effective advertising channel that continues to grow in impact and accessibility. It’s estimated that by 2030, the OOH and DOOH industry are expected to reach $18.24 billion in advertising revenue. Through advancements in retail media, CTV, and programmatic technology, we believe digital out-of-home advertising will be a necessity, not an option.

By busting these myths, advertisers can unlock the full potential of DOOH and integrate it effectively into their omnichannel marketing strategies. Are you ready to embrace the power of DOOH? Let’s leave the misconceptions behind and start making an impact today! Contact us to learn more about our trusted media partners, targeting solutions, and custom inventory packages.