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DOOH (digital out-of-home advertising)
DOOH, short for digital out of home, refers to advertising displayed on digital screens outside the home: railway stations, airports, shopping centres, street furniture. Unlike paper posters, the content can be changed remotely and scheduled by time slot.
Updated on 12 October 2026 · Libella Robotics · Also known as: DOOH, digital out of home, digital signage advertising, digital outdoor advertising
The switch to digital changed the business model of outdoor advertising: the same location can be sold to several advertisers in rotation, and the message can vary with the time of day, the day of the week or the weather. Value is measured in contacts within a given traffic area.
The structural limitation of DOOH remains immobility: the screen waits for the flow. A mobile medium reverses the relationship by moving towards high-density areas, which mechanically shifts the number of contacts for the same content.
Key facts
| Acronym | Digital Out Of Home |
|---|---|
| Settings | Railway stations, airports, shopping centres, street furniture |
| Limitation | The screen is fixed: it waits for the flow |
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