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4 need-to-know types of digital out-of-home advertising

When you add digital screens to your Out of Home advertising mix, things get way more interesting — and impactful. These are the types of digital OOH you need to know

September 4, 2020

Predicted to be worth $15.9 billion by 2027, Digital Out of Home advertising (DOOH) is disrupting the way advertisers deliver their messaging in the real world — reaching target customers in a more direct, and entirely unskippable, way.

And considering the rise of ad blocking online, that kind of exposure can be invaluable to today’s brands. 

Wondering which of the many types of street, or DOOH, advertising is right for you? Try these 4 on for size...

Digital billboards

Billboards are one of the oldest types of Out of Home (OOH) advertising in the world, punctuating roads and highways across the globe.

But — much like online ads — after you’ve seen a few billboards, they all start to look the same.

By injecting some dynamic, vivid, moving imagery into a billboard using digital technology, the experience is transformed. Not only are digital billboards more attention-grabbing — having 2.5 times greater impact than static ads — but they’re also far more dynamic, with the option to cycle ad creatives to see what performs best.  

Elevator-based DOOH advertising

Here at Vertical Impression, we’ve got a bit of a soft spot for elevator advertising. Heck, we built a whole business around it.

Why do digital elevator ads work so well? There are countless reasons, but here are some of our favorites:

  • Elevators include a captive audience, usually looking for distraction or entertainment (and the more floors, the greater the window of opportunity!)
  • Geographical options mean advertisers can pick and choose from demographic data. This helped Audi increase ad spend ROI by 1142%!
  • Messages can be tailored for different times of the day — at 12pm in an office tower elevator, a local food outlet can advertise its new lunch time offer, at 6pm its takeout specials, and so on.

DOOH on public transport

How many times have you sat waiting for, or riding, the subway without a book, a paper, or a smartphone and scanned every single ad?

Probably quite a few.

Now imagine that these ads are animated, colorful, and always changing. 

Not only would you be more likely to pay attention to them — you’d also be more likely to keep your attention on them just to see what comes next. For the business behind the ad, this means an engaged, focused, audience, resulting in a reported 50% messaging recall.

Persuasive POS (Point of Sale)

They say you shouldn’t go grocery shopping when you’re hungry. Why? Because 84% of all shoppers admit to impulse buying — and you can imagine that number only gets bigger, the hungrier they are!

But from a marketer’s point of view, this represents a big opportunity.

Digital in-aisle displays can help stop a browser in their tracks; getting them to trade-up, make use of a promotional offer, or try something new. 

And when you can flex your messaging based on the weather outside, you can really monopolize on the sudden change in customer behavior a heatwave, rainy day, or cold spell brings. 

A big bowl of warming soup in August? Stranger things have happened.

Want to engage with an unsaturated audience? Talk to Vertical Impression

As we’ve seen, the real power of DOOH is in its ability to capture the focused attention of passers-by. In the case of elevator ads, this effect is amplified, creating the perfect environment for true engagement.

At Vertical Impression, we believe programmatic, elevator-based DOOH is the perfect partner to digital channels. If you’d like to understand why — and find out how our platform could supercharge your visibility — get in touch today and say hello.


Start planning a smarter campaign today.