When was the last time you saw an ad on a billboard or bus stop that made you stop, smile, or even snap a picture? That’s OOH advertising (out-of-home), and it’s all around you—literally!
But OOH has come a long way from the old-school “lick ‘n stick” posters your grandparents might remember. In fact, in the UK, the once-iconic paper-and-paste ads are almost a relic, with 65% + of OOH now being DOOH—that’s digital out-of-home advertising. Welcome to the future, where screens are stealing the spotlight!
Let’s break it down, have some fun, and look at some killer campaigns that prove OOH is cooler than ever.
A Quick Definition: OOH vs. DOOH
OOH advertising refers to any ad you see in the “wild,” beyond your home or phone screen. Think billboards, bus shelters, and even those cheeky posters in pub bathrooms. It’s where brands go big, bold, and grab your attention when you’re… well, out of your home.
Now enter DOOH, the sassy cousin with an upgrade. These are digital screens—think LED billboards, interactive bus stops, or even screens in shopping malls that change ads depending on the weather or time of day. DOOH has taken OOH to the next level, turning static posters into dynamic, animated, and sometimes downright interactive experiences.
From Paste Buckets to Pixels: The Rise of DOOH
Gone are the days of workers slapping paste on boards to stick giant paper ads in place. The “lick ‘n stick” style was labor-intensive, limited to static imagery, and let’s face it—messy! Today, digital technology has turned OOH into a sleek, efficient, and endlessly creative platform.
In the UK, 80% of all OOH is now digital, making it one of the fastest-growing ad formats. Why? Because DOOH offers real-time flexibility. Brands can launch an ad campaign in minutes, adjust messaging on the fly, and even target specific audiences based on location and time of day. It’s like having a social media feed, but on the side of a building!
Notable DOOH Campaigns That Nailed It
1. British Airways – Look Up (2013)
Imagine walking through central London and seeing a digital billboard where a child looks up, pointing at an actual plane flying overhead. That’s what British Airways did with their “Look Up” campaign. The screen used real-time flight data to display the flight number and destination of the plane above, making every passerby stop and stare. Genius, right?
2. Spotify – Listening Habits (2018)
Spotify turned data into art with its DOOH campaign celebrating quirky user habits. Billboards hilariously called out users with lines like, “To the person who played ‘Sorry’ 42 times on Valentine’s Day—what did you do?” It was relatable, funny, and perfectly tailored to its audience.
3. Ocean Outdoor – Plastic Oceans (2021)
Ocean Outdoor transformed their digital billboards into virtual oceans, displaying stunning visuals of marine life swimming in clean waters. But when people stopped to watch, the serene scenes were disrupted by plastic pollution filling the screen. It was a powerful reminder about the effects of waste on marine ecosystems and showcased how DOOH can drive meaningful conversations.
4. McDonald’s – Dynamic Menu Ads (2022)
McDonald’s used weather-targeting technology in their DOOH ads to suggest menu items based on the day’s temperature. Cold day? Hot coffee and hash browns. Heatwave? Cool down with a McFlurry. It’s simple but so effective—and makes you crave a snack just by walking past.
Why DOOH is the Future
Digital out-of-home advertising isn’t just about eye-catching visuals; it’s about personalization, flexibility, and engagement. Here’s why it’s booming:
1. 💪 Real-Time Updates: Got a last-minute sale? DOOH ads can switch messaging in seconds.
2. 🚀 Dynamic Targeting: Brands can tailor ads based on weather, time of day, or even traffic data.
3. 🎮 Interactivity: From touch screens to QR codes, DOOH invites passersby to interact. (we love this bit 😎)
4. 🏝️ Sustainability: No paper waste, less labor, and energy-efficient screens make it a greener option.
Final Thoughts: Is OOH Dead?
Absolutely not. It’s just had a glow-up! While the classic “lick ‘n stick” posters will always have a nostalgic charm, the future of OOH is undoubtedly digital. DOOH has transformed outdoor advertising into something smart, dynamic, and downright entertaining.
So next time you’re out and about, take a look around. Whether it’s a giant LED screen in Piccadilly Circus or a cheeky ad on your local high street, DOOH is turning the world into one big, interactive canvas.
Share the Love!
If you enjoyed this deep dive into OOH and DOOH, share it with your friends, colleagues, or anyone who loves a good ad campaign! And keep your eyes peeled for the next great outdoor ad—it might just surprise you. Or click on the button below to discuss a project.
