What is Digital Out Of Home (DOOH) and why is it relevant for your trade marketing mix?

You've probably seen them before: advertising displays in bus shelters, along highways, or on busy squares. It's also known as billboard advertising or street furniture advertising.

For a long time, these were printed posters, then came the rotating panels. But a third phase is underway that most people haven't noticed yet: every year, roughly 10% of those screens are being replaced with digital versions. And more screens are appearing in new locations, like gyms, hotels, shops, and public spaces. That changes everything.

From print to programmatic

With printed advertising, you buy a fixed time slot. Think three weeks for a bus shelter display. You see this most clearly during election season, when candidates and parties are plastered everywhere. The advantage: you're continuously visible on those screens. The downside: it's quite expensive.

Digital screens work differently. Every minute, six ads are shown. The buying process is programmatic: through automated bidding, the system determines which ad appears on which screen at which moment. This sounds technical, but the effect is simple: you are in control.

What makes DOOH so powerful?

The fact that your ad lasts only 10 seconds (and sometimes just 6) might sound like a limitation. But it forces you to be clear. And with that clarity, you can advertise with real precision. Because you can also choose to advertise only on specific (week)days, during certain time slots, or around specific circumstances (like the temperature that day), you can deploy your message in a very targeted way:

• You target exactly the postcode where your charity is looking for new fundraisers.
• You respond to the weather. Is it 30 degrees? Put your ice cream shop or sunglasses collection in the spotlight.
• You advertise only during the morning rush hour, when commuters drive past your location.
• You recruit candidates through employer branding at busy locations or along 80 km/h roads where (prospective) staff always drive by at 4 PM.
• You get your political message out there, not just during elections but throughout the entire year.

Not just for big brands

For a long time, DOOH had a reputation for being "only for large budgets and media agencies." The programmatic model means that's simply no longer true. It's genuinely accessible for any organization, virtually any charity or political party.

On LocalPanels, you can instantly see which screens are available in your area. And when you look at what it actually costs to advertise, it's more affordable than you'd expect. There are no long-term contracts, and once you have a creative, you can book it yourself without involving an agency.

Are you a business owner, a sports club, a scouting group, a charity, a political party, or a municipality? And are you looking for a way to be visible and communicate with your own community? Check out LocalPanels. A product of the Embrosa team.

Are you a trade marketeer and are you looking to incorporate outdoor advertising into your trade marketing mix, Embrosa's has got you covered. Within the Embrosa platform, it's possible to book DOOH-ads for your resellers too.