Key Takeaways
- Integrating DOOH’s real-time, location-based screens with first-party data and cross-channel tactics enabled tailored messaging and drove measurable conversions.
- 73% of consumers prefer DOOH over online or TV ads, making it a more welcome format.
- As DOOH approaches a $30 billion market by 2029, early adopters will gain a crucial competitive edge.
- Solar-powered, low-carbon DOOH builds credibility with eco-conscious consumers.
The Growing Impact of Digital Out-of-Home Advertising
Outdoor advertising has evolved from static billboards to dynamic digital displays that use real-time data, like customer behavior and weather to deliver precise, personalized messages with broad physical reach. With rapid innovation and adoption, the global DOOH market is projected to near $30 billion in value by 2029, signaling strong momentum for years to come.
Many Global brands today don’t see DOOH as just another form of advertising. Instead, they use it as a way to connect digital experiences with the physical world, creating campaigns that are both more engaging for audiences and better targeted to their needs. This approach helps brands deliver the right message, at the right place, and at the right time.
Why Brands Are Shifting Toward DOOH
Brands are rethinking their media budgets due to the increasing clutter on digital channels, not just because audiences are becoming more selective, but because it’s harder to make an impact. That’s where Digital Out-of-Home (DOOH) comes in, not as a replacement for digital media, but as an add-on that boosts reach and ad recall by reinforcing brand messages in high-impact, real-world environments.
- According to recent research from OAAA and The Harris Poll, 73% of consumers say they view DOOH ads more favorably than ads they see online, on social media, or on TV. This is a clear sign that DOOH offers brands a better environment to get noticed and make an impact.
- And the impact is especially strong among younger generations. A YouGov study shows that nearly half of Gen Z and Millennials (48%) say they’ve recommended a product after seeing it advertised on a poster or billboard, highlighting how out-of-home advertising can shape conversations and influence buying decisions.
With more people paying attention to ads in physical spaces and acting on them it’s clear why DOOH is becoming a key part of modern brand strategies.Here’s how top brands are pushing boundaries and delivering game changing campaigns through DOOH innovation:
1. Sunsilk Leverages Live Weather Data to Boost Engagement
Image source: Sunsilk x Moving Walls
By tapping into live weather data, Sunsilk launched a dynamic DOOH campaign that adjusted its creative content according to weather conditions. Running programmatically through the Moving Audiences platform and Google DV360, the campaign targeted five locations in Manila over 57 days. The campaign exceeded targets, delivering 203% more potential views and 289% higher unique reach than planned. This real-time, context-aware approach helped Sunsilk capture consumer attention and boost engagement during their latest product promotion.
2. McDonald’s Drives Footfall with Smarter Targeting
Image source: McDonald x Moving Walls
To help customers “Beat the Heat,” McDonald’s Philippines launched a 10-day DOOH campaign using real-time temperature data to trigger weather-based ads. Leveraging the MAX platform, the campaign combined behavioral data with live promotions, delivering targeted messaging across seven high-traffic locations. It exceeded expectations with 152% more impressions than forecast and drove a 9% increase in foot traffic.
3. Netflix, Coach & Meta Go Viral with Immersive 3D DOOH
Image source: The Drum
From Coach to Meta, WhatsApp, and many other brands across industries, 3D Digital Out-of-Home (DOOH) is being embraced to deliver high-impact, immersive campaigns in iconic locations. Whether it’s fashion, tech, or entertainment, these campaigns use striking visuals and creative formats to grab attention instantly. Considering that the average viewing window for a billboard is just six seconds, DOOH’s ability to deliver dynamic, eye-catching content allows brands to make the most of those moments and engage audiences more effectively.
4. IKEA Boosts Conversions with an Omnichannel DOOH Strategy
IKEA leveraged its first-party data in a programmatic omnichannel campaign that blended audio, display, VOD and DOOH and used AI-driven lookalike targeting to boost awareness and online conversions. By integrating DOOH with audio and social channels, IKEA accelerated purchase decisions and improved conversions through a unified brand experience.
This approach aligns closely with Moving Walls Omnichannel solution, which bridges OOH and mobile channels to create a unified customer journey. From location targeting to sequential messaging, it helps brands deliver smarter campaigns with measurable outcomes.
5. Purpose-Driven, Sustainable Campaigns
Consumers today expect brands to demonstrate genuine commitment to sustainability, and DOOH offers an ideal platform to showcase these values. For example, energy-efficient, solar-powered billboards like Ricoh’s installations in Japan not only reduce environmental impact but also help brands build trust with eco-conscious audiences. Taking this further, partnerships such as Moving Walls and Cedara enable advertisers to actively measure, manage, and offset the carbon footprint of their campaigns. By integrating sustainable technologies with transparent carbon tracking, brands can both meet consumer expectations and optimize their media strategies for greater long-term impact and responsibility. This alignment of purpose and practice in DOOH advertising creates a competitive advantage while supporting broader environmental goals.
The Final Takeaway
Digital Out-of-Home (DOOH) has become a dynamic, data-driven channel that helps brands deliver timely, relevant, and measurable advertising. For those looking to engage meaningfully with today’s fast-moving consumers, DOOH is the future of outdoor advertising.
Ready to elevate your outdoor campaigns? Contact us now and let us help you create targeted, effective DOOH campaigns that truly connect with your audience.
Scale up your OOH Ads with better ROAS today.