What Types of Outdoor Advertising Are There? A Comprehensive Overview of OOH and DOOH

INTRODUCTION

Outdoor advertising is omnipresent – on streets, at train stations, on buildings or vehicles. It accompanies us through everyday life and, in the best case, remains memorable. For companies, it is a central tool for brand staging, generating reach, and addressing customers directly. With the increasing digitalization, the spectrum of outdoor advertising has expanded significantly. In addition to traditional formats such as posters or transit advertising, digital solutions such as DOOH and Digital Signage have entered the scene. Digital Signage systems open up new possibilities for retailers and brands to communicate with target groups in real time in public spaces. But what types of outdoor advertising are there, and how do they differ?

1. What is Outdoor Advertising (OOH)?

The term out-of-home advertising (OOH) refers to all advertising activities that take place in public spaces. The goal is to reach passers-by outside their private homes – on the streets, in transportation systems, or in publicly accessible places. Outdoor advertising is particularly effective due to its high visibility, wide reach, and its ability to keep brands top of mind.

Traditional outdoor advertising works via large-format, static media such as billboards or city light posters. With digitalization, a separate segment has developed from this: Digital Out of Home (DOOH). This form of digital outdoor advertising makes it possible to play out content dynamically, in a target group-specific and centrally controlled manner - for example via displays at highly frequented locations. Modern digital signage networks provide the technical basis for this.

2. Traditional Forms of Outdoor Advertising

2.1 Poster Advertising

Poster advertising is one of the oldest and most established methods of outdoor advertising. It includes:

• Large-format billboards: Located on major roads or building facades
• City-light posters: Backlit, weather-protected displays in urban areas
• Advertising columns: Cylindrical pillars in city centers

Advantages: Wide reach, broad target group appeal, high presence in the cityscape.
Disadvantages: Static content, no possibility of updating during runtime.

2.2 Transit Advertising

Advertising on buses, trains, streetcars, or taxis is particularly effective in cities with high commuter traffic. Formats include:

• Full-wrap advertising: Entire vehicle is wrapped
• Partial-wrap advertising: Side panels or windows
• Interior advertising: Posters, digital screens or interactive terminals inside vehicles

Advantages: Mobile reach, good recognizability, lasting visibility.
Disadvantages: Limited design options compared to stationary media.

2.3 Street Furniture

Street furniture advertising uses public infrastructure to display ads:

• Bus shelters
• Waiting pavilions
• Benches or waste bins with ad surfaces

These media are located in high-footfall areas and offer long dwell times for target audiences.

2.4 Ambient Media

Ambient media describes eye-catching, often unexpected advertising formats in unusual places:

• Floor stickers in pedestrian zones
• Mirror ads in restrooms
• Projections on building facades

The goal is to create a strong emotional impact through creative placements. Ambient media is particularly effective for event marketing, product launches, and guerrilla campaigns.

3. Digital Outdoor Advertising (DOOH)

3.1 Definition and Differences to OOH

Digital Out of Home (DOOH) refers to all digital forms of outdoor advertising. In contrast to traditional outdoor advertising, DOOH campaigns are based on digital displays that can be controlled centrally. Content such as videos, animations or changing advertising messages can be targeted depending on the time, location or target group - a key feature of digital signage in an urban environment.

DOOH is especially present in high-traffic areas such as train stations, airports, shopping centers or busy intersections. Its flexibility and dynamism make it a key element in modern marketing strategies.

3.2 Advantages of DOOH

• Moving content: Videos and animations attract more attention than static posters.
• Flexible playout: Content can be adapted according to the time of day, day of the week, weather or target group profile.
• Centralized control: All content can be managed across all locations and in real time.
• Programmatic booking: Advertising space can be booked automatically, for specific target groups and at short notice.
• Interactive formats: Touchscreens or QR codes enable customer interaction.
• Digital signage solutions can be dynamically linked to existing marketing campaigns.

3.3 Examples of DOOH

• LED walls: Large-scale digital advertising panels at hotspots.
• In-transit advertising: displays in trains or subways.
• Digital information steles: Interactive displays in pedestrian zones or shopping centers.
• DOOH in elevators, petrol stations or waiting rooms: Targeted addressing in everyday situations.

4. Conclusion and Recommendations

Outdoor advertising remains a key component of the media mix – both in its traditional and digital forms. While posters, transit formats and street furniture are powerful due to their presence and reach, digital outdoor advertising offers far greater flexibility, precision and interaction potential.

Companies aiming for long-term advertising impact should integrate DOOH into their strategy – especially when content needs to be updated frequently, campaigns need to be managed flexibly, or there is a desire to link with digital channels.

Whether classic billboard or intelligent, location-based Digital Signage solution: the key is in strategically combining the right formats – tailored to audience, message and location.

Discover the possibilities of modern outdoor advertising. Arrange a no-obligation demo appointment for our digital signage software now and find out how you can effectively reach your target groups with dynamic DOOH communication.