DOOH stands for digital out-of-home advertising: ads shown on digital screens in public places, such as store windows, shop counters, transit stations, building lobbies and streets. It is the digital version of traditional out-of-home (OOH) media like billboards and posters.
How DOOH advertising works
A DOOH network is a group of screens owned or managed by one company. Each screen plays a loop of short ads, usually a few seconds to about 15 seconds each. Advertisers buy a share of that loop on the screens, days and times they choose.
- Screens are installed in venues like pharmacies, delis, gyms or transit.
- Content management software schedules which ads play where and when.
- Buying happens directly with the network or programmatically through ad platforms.
- Reporting confirms where and when ads played (proof of play).
DOOH vs. OOH: what’s the difference?
Traditional OOH is static: a printed billboard or poster that stays the same for weeks. DOOH is digital, so it can change instantly and show different messages by time of day, location or audience.
- Flexibility: update creative without printing or installation.
- Timing: run breakfast offers in the morning and evening offers at night.
- Targeting: choose specific neighborhoods or venue types.
- Buying: DOOH can be bought programmatically, like online ads.
Types of DOOH screens
DOOH covers everything from giant Times Square billboards to small screens inside stores. The main types are roadside and street billboards, transit screens, place-based screens (inside venues like pharmacies, barbershops and gyms) and point-of-purchase screens near where people buy. Place-based and point-of-purchase screens reach people who are already shopping.
Why brands use DOOH in New York City
New Yorkers spend a lot of their day on foot, moving between home, work, transit and neighborhood stores. That makes the city one of the best places for out-of-home media. Screens inside neighborhood stores add something billboards can’t: they appear right where people make everyday purchases.
How to plan your first DOOH campaign
- Define your audience and the neighborhoods where they live, work or shop.
- Pick venue types that match your product, like pharmacies for wellness brands.
- Choose dayparts that fit your message.
- Create simple, bold creative that reads in a few seconds.
- Ask for proof-of-play reporting so you know where your ads ran.
Frequently asked questions
Is DOOH the same as digital signage?
Digital signage is the screen technology. DOOH is advertising sold on those screens. A DOOH network uses digital signage to run paid ads.
Can small businesses use DOOH?
Yes. Screen networks in neighborhood stores make it possible to run local campaigns on a small budget and target only the areas you serve.
Get on screen in New York
NYC Digital Screens runs HD screens in pharmacies, delis, barbershops and salons across New York City. Reach shoppers at the point of purchase, targeted by neighborhood. Call (800) 293-5583.
