What is DOOH advertising?

DOOH (digital out of home) is advertising on digital screens in public places: roadside billboards, transit panels, venue screens, airport displays. It accounted for 36.3% of the record $9.46B US OOH market in 2025 and grew 10.5% year over year (OAAA).

What is the difference between OOH and DOOH?

OOH covers all out-of-home advertising including printed static billboards and posters; DOOH is the digital-screen subset, sold as time slots in rotating loops rather than a whole physical face.

What is DOOH?

The short answer

Digital out of home (DOOH) is advertising on connected digital screens in public places: roadside billboards, transit and street panels, venue and in-store screens, airports, landmark spectaculars. It took 36.3% of the record $9.46B US OOH market in 2025, growing 10.5% year over year OAAA FY2025. Bought direct, self-serve, or programmatically.

Properly, then

Three properties define DOOH against its neighbors. Against traditional OOH: the screen sells time slots in a rotating loop, not a printed face, so flights start in days, creative changes instantly, and you own a share of the loop rather than the whole board (the loop math). Against online display: it is one-to-many and unskippable, with impressions counted as estimated exposures of people near the screen Geopath Ongoing, not served views. And it carries physical context: the screen's location is the targeting.

The taxonomy

Roadside digital billboards: the published-band format ($5-$18 CPM AdQuick 2026).
Transit and street furniture: contract-held, quote-only.
Place-based venues and in-store retail screens: the heavily programmatic wing.
Airport and spectaculars: premium, negotiated.

Size and trajectory

US: digital's 36.3% share of $9.46B, growing 10.5% against 3.6% for OOH overall OAAA FY2025. UK: digital is already 67% of a record £1.44bn market Outsmart (UK OOH trade body) FY2025. Programmatic transaction share is smaller than vendors imply: about 30% of DOOH category revenue, $1.22B US forecast for 2026 eMarketer 2026 forecast; the mechanics are in what is pDOOH, the full numbers in statistics, and the cost answer in billboard cost.