DOOH: Everything you need to know about digital out-of-home advertising

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Programmatic

DOOH: Everything you need to know about digital out-of-home advertising in 2025 🚀

minutes

02.07.2025

Summary

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The DOOH (Digital Out Of Home), also known as digital outdoor advertising, has become a major driver of digital marketing. Thanks to the rise of programmatic DOOH, this channel, once reserved for major brands, is now accessible to all advertisers.

What are the benefits of DOOH? How does this innovative digital medium work? And most importantly, how do you launch an effective campaign? We explain it all simply 👇

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🤔 What is DOOH (Digital Out Of Home)?

DOOH refers to advertising displayed on digital screens in public spaces. Simply put, it is a modern version of traditional signage that uses connected screens to broadcast dynamic, contextual content managed remotely.

This digital outdoor advertising allows brands to be more responsive, creative, and precise with their messaging, offering better engagement than traditional signage.

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📈 DOOH: A rapidly growing digital market

Programmatic DOOH is a key growth driver for the global digital out-of-home advertising market.

- In 2024, the programmatic DOOH market saw growth of 34%, with revenue projected to reach $1.23 billion by 2026 (Statista source).
- This dynamic growth is confirmed by a projected increase of 23% in 2025 according to eMarketer.

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🎯 DOOH in France and internationally: key figures

- JCDecaux, the global leader in DOOH, currently manages approximately 3,000 digital screens in France, notably in major cities, transit hubs (subways, train stations, airports), and local storefronts (source JCDecaux 2023 Annual Report).
- Internationally, JCDecaux operates a network of over 45,000 connected digital screens in more than 80 countries, accessible via programmatic buying, making it a key player for global campaigns (source JCDecaux 2023 Annual Report).

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🚀 DOOH vs. traditional OOH: what are the benefits?

Traditional out-of-home (OOH) advertising remains powerful, but DOOH unlocks new possibilities through the power of digital:

- Flexibility & responsiveness : rapid campaign adaptation based on current events or specific occasions.
- Transparency & real-time measurement : certified impression tracking.
- Dynamic creativity : animated visuals, interactive content, videos, and more.
- DCO (Dynamic Creative Optimization) : automatic message adaptation based on weather, location, inventory, or current events.

👉 Example: the Renault ZOE campaign in Belgium, which adjusted its visuals based on pollution levels, won a Campaign Tech Award.

- Accessibility : thanks to programmatic, DOOH is accessible to advertisers of all sizes, with CPMs comparable to online video.
- Time savings : campaigns can be launched in a few days, compared to several weeks for print.

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💡 How does a DOOH campaign work?

Programmatic buying and DSP platforms

Until recently, DOOH campaigns were activated manually, involving a great deal of back-and-forth. Today, thanks to programmatic advertising, everything is automated via DSPs (Demand Side Platforms), allowing you to purchase ad space in real time.

At Klox, we use these technologies to optimize your DOOH campaigns and reach your audience at the right time, in the right place.

Formats and targeting

Digital screens are found in many locations:

- 🏬 Retail : shopping centers, supermarkets, gyms, bakeries, bars…
- 🚏 Outdoor : storefronts, gas stations, bus shelters, drive-thrus…
- 🚉 Transit : train stations, subways, airports…

Formats are adapted to each environment to maximize impact without obstructing traffic.

Recommended budget

Programmatic DOOH is accessible, but for real effectiveness, a budget of at least €5,000 is recommended.

KPIs & performance

- CPM remains the primary metric.
- Tracking cost-per-visit (drive-to-web / drive-to-store), number of QR code scans, and actual conversions.
- Interactive campaigns (QR codes, weather-triggered, games) boost engagement and brand recall.

Activation time

- A DOOH campaign can be launched in 4 to 7 days, which is much faster than traditional buying.
- Since 2022, all digital outdoor screens have been available for programmatic purchase.

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📊 2025 DOOH trends and innovations

- Programmatic DOOH : real-time purchasing automation and optimization.
- Dynamic Creative Optimization (DCO) : dynamic content personalization.
- Interactivity : QR codes, facial recognition, games, and augmented experiences.
- MOOH (Mobile Out Of Home) : mobile digital advertising to complement fixed screens.
- AI & data : using artificial intelligence to refine targeting and creativity.

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🎯 Why integrate DOOH into your marketing strategy?

DOOH combines the power of digital with the visibility of outdoor advertising. It is an essential channel for:

- Boosting brand awareness quickly and locally.
- Reaching a broad and qualified audience.
- React to current events in real time.
- Offer creative and engaging content.
- Optimize ROI through precise performance measurement.

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