DOOH Advertising’s Growth Story Needs a Stronger Backbone: What’s Missing?

In a world where screens dominate everything from our phones to refrigerators, it’s no surprise that outdoor advertising is catching up. DOOH advertising (Digital Out-of-Home) has shifted its role in how brands are seen in public spaces.  

Cities are no longer just concrete backdrops, but are turning into dynamic, interactive living ad boards. From interactive transit kiosks to digital billboards that shift messaging based on traffic flow, DOOH advertising has become at the forefront of out-of-home marketing, which feels alive and reactive. 

According to eMarketer, US DOOH ad spending is projected to reach $3.84 billion by 2025. This isn’t just a trend. It’s a profound marketing shift.  

But just because something is digital and flashy doesn’t mean it automatically works. As brands jump into this space, whether DOOH advertising is a glimpse into the future or just another shiny object arises.

Let’s explore the layers. 

DOOH advertising is the new face of the streets 

Billboards, bus stops, elevator screens, retail signage, and gas station pumps have high-res displays and connected systems. 

It allows brands to update content in real time. What makes DOOH compelling is how it combines physical scale with digital intelligence. Add in geolocation, mobile syncing, and even facial recognition, and you’ve got a medium that’s not just about reach but engagement. 

Industries are jumping on board. Fast food chains can change their menus based on the weather. Retailers can launch time-sensitive promotions during peak hours. Movie studios can rotate trailers based on the neighborhood demographic.  

And because of its dynamic nature, DOOH allows advertisers to run hyper-local content without paying for massive national campaigns.  

But DOOH advertising isn’t replacing traditional billboards. And in many cases, it’s winning.  

DOOH advertising is competing against traditional OOH 

Unlike static boards, DOOH allows for rotation, targeting, and dayparting. A single digital billboard can host multiple campaigns, delivering the right message to the right people at the right time.  

Compare that with traditional boards, which rely on long production cycles, fixed messaging, and limited flexibility. The gap is noticeable. 

As Charlie Day from eMarketer notes, advertisers shouldn’t play it safe.

With DOOH, there’s an opportunity to go bold. Brands need to think creatively about making a visual splash while using the digital medium for real-time impact. This isn’t just about placing a logo on a big screen. It’s about delivering experiences that people remember as they move through their daily lives. 

Still, there’s a downside to the digital dazzle!

The elephant in the room: Unspoken issues in DOOH advertising

The industry loves to talk about scale and engagement, but rarely talks about what’s broken. Measurement standards are inconsistent across vendors, and brands often have no idea if their ad was truly viewed or simply played.  

Ad fraud is another growing issue. DOOH, like other digital channels, is susceptible to impression inflation and location spoofing. Without consistent auditing, campaign performance can be hard to verify. 

Placement is another challenge. Just because a screen is digital doesn’t mean it’s effective. Many screens end up in low-traffic areas, delivering impressions with little impact.  

There’s also an environmental concern. DOOH consumes power. As cities look for ways to reduce carbon footprints, oversized LED screens blasting ads 24/7 raise questions about sustainability. 

Then there’s the accessibility issue. While programmatic DOOH is rising, not all brands can afford to play. Small and indie businesses are often priced out of these systems, which are built to favor bigger players with robust media budgets and access to enterprise-level buying platforms.  

That creates a marketplace where visibility is still pay-to-play, no matter how clever the tech is. 

So, how can brands navigate these challenges and amplify their DOOH impact? 

More innovative planning for better results 

Pairing DOOH campaigns with mobile retargeting strategies can help move people down the funnel. Someone sees a billboard on the highway and gets a follow-up offer on their phone minutes later. That kind of connected storytelling bridges the gap between awareness and action. 

Contextual content is another major win. A digital board that changes based on the weather, time of day, or sports scores feels more relevant to passersby. That relevance translates to better engagement.  

Creative storytelling also matters. It’s tempting to think that a flashy digital screen can carry mediocre content, but the truth is that creativity still reigns. The screen might get attention, but only strong messaging earns memory. 

The industry also needs better standards. Advertisers should demand transparent reporting, accurate viewability metrics, and open bidding systems that make the playing field fairer for all. 

DOOH advertising should be ethical as well as smart 

Consumers are becoming more aware of surveillance and data use. As DOOH experiments with facial recognition or location tracking to serve relevant ads, clear communication and consent are needed.  

Just because we can track eyeballs doesn’t mean we always should. In the end, DOOH isn’t automatically the future. It’s a tool. And like all tools, its value depends on how you use it.  For brands willing to experiment, demand accountability, and create bold content, DOOH offers a powerful platform for storytelling at scale.

But it might become another overpriced distraction for those looking for a quick digital shortcut. 

Cut to the chase  

Digital-out-of-home advertising is popular among consumers and brands. One of the main reasons is that it is not static but interactive and fast. However, it also raises concerns about sustainability and measurability. So, where should brands look?