What Is DOOH and How Is It Effective?

DOOH stands for Digital Out-of-Home and it is a modern form of Out-of-Home (OOH) advertising. DOOH advertisements are found on fixed billboards (at bus stops, train stations, tube station escalators, airports, shopping centres, and more) and moving billboards (buses, private vehicles and vans). 

Fixed digital billboards enable you to capture certain audiences in a given location, and transit media digital advertising moves with your outdoor audiences, further boosting brand awareness.

Why not complement your static billboards with moving digital media to attract even more attention from outdoor audiences in bustling cities? The digital age is here and it’s not going away anytime soon, and you need digitally focused DOOH campaigns to fall in line with this shift and keep up. 

Our expert team at Drovo explains what DOOH advertising is and how it is effective for advertisers.

On-vehicle screen

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The History of DOOH 

The UK DOOH advertising market is going strong, consumers are attracted to digital screens and find them compelling. The Digital Out-of-Home sector in the UK grew by 6.8% in Q1 of 2023, according to the UK Advertising Association. 

But what are the origins of DOOH advertising? Digital screens haven’t always been around. Let’s take a closer look. 

DOOH originates from OOH advertising. There have been many iconic traditional OOH campaigns in the past, including billboards and signage on streets, motorways, transport stations, shops, and famous landmarks. The history of Out-of-Home advertising goes back a long way, and dates back to the Egyptian times when treaties and laws were publicised on tall stones!

At Drovo, we are a disruptive transit media organisation that offers advertisers the best of both worlds – OOH advertising in the form of measurable full taxi wrap campaigns, and DOOH advertising with our eye-catching on-vehicle digital screens moving media format in London.

How Is DOOH Effective?  

Out-of-home advertising campaigns which aren’t targeted properly and lack creativity can eat away at the bottom line of any business. Let’s discuss how DOOH advertising is effective and the results it delivers for advertisers.

Improved Brand Awareness 

Brand awareness campaigns help to build trust and loyalty amongst consumers. Transit DOOH brings the brand awareness game to another level by moving with your audience and occupying the outdoor spaces they frequent.

Higher Precision Targeting

You want your targeting to be precise to help you engage with your target audiences in large cities like London. Thanks to the wealth of data these days, DOOH dynamic transit media helps advertisers target their outdoor audiences better and with more precision. 

Motion and thermal cameras are modern ways to measure footfall levels, use this data to help you advertise in outdoor locations where you will generate higher footfall from your identified target audience.

Drovo’s Shadowfencing technology allows businesses to deliver a complementary ad to a consumer’s mobile device as the branded vehicle passes by in immediate proximity

Artjom Jekimtsev

Founder & CEO of Drovo

Improved ROI on Campaigns

You will expect results and value for investment from what you spend on your Out-of-Home ads. Planned targeted Digital Out-of-Home campaigns lead to elevated results. Jägermeister Cold Brew Coffee’s campaign from October to December 2020 gained a 73% increase in brand awareness from high-impact DOOH screens and re-engaged them with sequential touch points across mobile.

Ultimately, if significantly more people are made aware of your brand thanks to a DOOH campaign and it leads to an upsurge in sales down the line, then it’s a worthwhile investment. 

DOOH Adverts Change According to Location and Weather

One area of a large city can vary a great deal from another in terms of its demographics, and this will influence the audience that sees your DOOH ads. But what if your DOOH screen ads could change according to location? This is where we at Drovo come in since our cutting-edge programmatic Digital Out-of-Home advertising technology adapts to location and weather. 

Examples of DOOH Formats 

DOOH adverts can come in different formats, shapes and sizes. Let’s explore together different examples of DOOH formats. 

Digital Billboard Screens

A common DOOH advertising format is digital billboard screens, these are bright, updatable, and provide enhanced visuals for campaigns, as a result, they have taken over from static and printed billboards. This explains why when you go to major world cities, such as London, Tokyo, and New York, you see large digital billboard screen ads everywhere in central areas. You can also find other ones at bus stops, train stations, shopping centres, and many other public places. 

Location-Based Advertising 

Today’s world is fast and transient, and people are constantly on the move. So, in order to keep up with the fast world we live in, why not make your ads travel with your audience? Embracing transit media DOOH will allow you to connect effectively with moving audiences in specific geolocations. Geotargeting technology allows advertisers to show the most contextually relevant ads to local audiences in proximity to relevant locations, venues, stores, landmarks or points of interest.

Here at Drovo, we are DOOH advertising pioneers with the largest committed transit media fleet in the UK as well as the largest network of carbon-neutral moving media.


Contact Drovo today

Want your DOOH campaigns to stand out and make a real impact? Drovo’s on-vehicle screens are the perfect answer.

Speak to our team