What is considered outdoor advertising?
INTRODUCTION
Outdoor advertising – also known as Out-of-Home advertising (OOH) – is something we encounter every day: on billboards along busy roads, at bus stops, in train stations, or displayed digitally on large LED screens in city centers. It is one of the oldest and most visible forms of advertising. But what exactly qualifies as outdoor advertising? Which formats are included – and how is it distinguished from other types of advertising? This guide explains what outdoor advertising encompasses today, which forms it takes, and what to consider when planning an OOH campaign.
Table of contents
1. What is outdoor advertising? – Definition and classification
The term “outdoor advertising” – commonly referred to as Out of Home or OOH – includes all types of advertising that take place outside the home. It is aimed at people in public spaces: on streets, squares, at transport hubs, shopping areas, or around vehicles. Its defining characteristic: the advertising message is publicly visible, often on a large scale – either analogue or digital.
In the media mix, OOH plays a special role. It reaches people where they are: on the way to work, shopping, or during leisure time. Outdoor advertising cannot be skipped or turned off – its effectiveness is based on visibility, permanence, and repetition.
2. What types of advertising count as outdoor advertising?
2.1 Classic outdoor advertising
Traditional OOH formats include large-scale posters, City Light Posters, and advertising pillars (Litfaßsäulen). These elements shape the urban landscape and are highly visible due to their placement on high-traffic routes and central locations. Transit advertising – such as on buses, trams, or taxis – is also a form of classic OOH and is ideal for reaching regional audiences.
2.2 Digital outdoor advertising (DOOH)
With increasing digitalisation, Digital Out of Home (DOOH) is rapidly gaining in importance. This includes digital city light posters, LED walls on buildings and interactive screens in pedestrian zones, shopping centres and shop windows. Content can be customised flexibly and in real time - depending on the time of day, location or target group. For retailers, DOOH also offers the advantage of controlling content centrally via a content management system - for example with Bütema's digital signage software. The high image quality, movement and animation ensure maximum attention.
2.3 Ambient Media
Ambient media includes advertising placed in unexpected locations: on shopping carts, fuel dispensers, restroom mirrors, or stair steps. These creative placements achieve high attention rates and emotional engagement. Ambient formats are ideal for surprising brand messages and memorable experiences.
2.4 Mobile outdoor advertising
Mobile advertising formats extend the flexibility of OOH campaigns. This includes advertising trailers or portable displays that can be relocated as needed – for instance, at trade shows or in pedestrian areas.
Also increasingly common are vehicles with digital screens displaying moving content via LED panels or monitors. These mobile advertising units can be deployed precisely where needed – such as at events or in high-traffic urban areas.
Another example: promoters with wearable displays, also called “walking screens.” These body-mounted digital screens allow for attention-grabbing, mobile communication with direct audience contact at eye level.
3. Where does outdoor advertising begin? – Delimitation & examples
Outdoor advertising begins wherever advertising is visible to a broader public – particularly in public spaces. This includes approved advertising on streets and squares, as well as shop windows visible from the outside. Digital storefront screens showing promotional content 24/7 also qualify as DOOH formats if they are publicly viewable. By contrast, traditional in-store displays not visible from the outside do not fall under outdoor advertising.
4. Benefits and impact of outdoor advertising
Outdoor advertising offers exceptional visibility. It is always present, accompanies people in their everyday lives, and reaches even hard-to-target audiences. Its reach can be tailored regionally and precisely activated through digital technologies.
Another strength: OOH increases brand awareness, especially through repeated visual contact. Studies show that animated or highly visible OOH campaigns are more likely to be remembered. Additionally, OOH and online advertising complement each other well – people who see a brand in public space are more likely to engage with digital campaigns. A powerful driver in any omnichannel strategy.
5. Digital transformation of OOH – a brief overview
Digital outdoor advertising (DOOH) enables the automated, location- and time-specific display of content - often based on target group profiles, weather data or movement streams. Modern CMS systems such as the Bütema digital signage solution allow the centralised control of content across many locations. In combination with retail media strategies, this creates new revenue models for retailers - for example by marketing their own advertising space.
6. Legal framework
To run outdoor advertising in public spaces, companies usually require approval from the local municipality. Factors such as size, brightness, placement, and display duration are regulated. Even private surfaces like building façades or shop windows may be subject to restrictions if visible from the public space. Interactive or data-based DOOH formats must comply with privacy laws – particularly the GDPR when using sensors or cameras for behavior analysis.
7. Conclusion
Outdoor advertising remains one of the most effective tools for visibility, branding, and reach – even in the digital age. Whether on paper or LED screens, OOH connects with people wherever they are. Technologies such as digital signage, sensors, and programmatic delivery continue to expand its potential. For retailers, this means enhanced visibility, more flexibility, and new revenue opportunities – outdoors, on point, and highly effective.
