Out-of-Home (OOH)

Out-of-Home (OOH) is advertising placed in public spaces to reach consumers when they are outside the home, including traditional static formats (billboards, posters, transit) and digital out-of-home (DOOH) screens.

OOH inventory is supplied by media owners and networks and can be bought via direct buys or programmatic platforms that integrate with ad servers, DSPs and SSPs for scheduling, creative delivery and audience targeting. DOOH leverages time-of-day, location and audience data (e.g., mobile location) to optimize creative rotation and delivery, while measurement typically combines impression estimates, footfall analytics and cross-channel attribution signals.

Buyers are brands and media agencies seeking broad-reach, location-based or contextual campaigns; sellers are outdoor media owners, transit authorities and DOOH network operators, with programmatic marketplaces and exchanges enabling automated buying. Pricing and inventory models vary by format and market (CPM, daypart, site-specific buys), and the market is a mix of local inventory fragmentation and growing consolidation through national networks and programmatic platforms, with third-party measurement vendors increasingly important for verification and attribution.