Take your brand beyond the screen with digital out-of-home advertising that makes an impact. From busy streets to bustling venues, Salem Surround helps you reach real people in real places—building unforgettable connections in high-traffic hotspots

What is digital out-of-home (DOOH) advertising?

Ever been to the mall, bus stop, or even a busy street corner and noticed a vibrant digital screen displaying ads? Well if you answered yes, then you have seen digital out-of-home advertising in action. Unlike traditional static billboards, DOOH ads use eye-catching, engaging content like videos, animations, and interactive elements to grab people's attention as they go about their day. DOOH is more than just flashy visuals, it’s a powerful way for your brand to reach unique audiences in high-traffic locations with targeted, memorable messaging. So now you're probably wondering, what makes digital-out-of-home advertising such a game-changer? Let’s dig into it!

The Current Landscape of DOOH

Digital Out-of-Home media is experiencing rapid growth across the globe. Ad spending in the Digital Out-of-Home Advertising market worldwide is forecasted to reach US$17.28bn in 2024. Advertisers are drawn to its ability to target consumers in key locations. Traditionally static billboards are being replaced by dynamic digital screens. These screens allow for flexibility and timely content updates. The adaptability of DOOH makes it a favored tool for brands looking to enhance visibility and engagement. This evolution is reshaping how public spaces are utilized for advertising. As a result, it's influencing both consumer behavior and urban environments.

The Evolution from Traditional to Digital Billboards

Traditional billboards made their grand appearance in the 1800s. In the 1830s, Jared Bell introduced what we now recognize as the first traditional billboard poster in the United States. Bell crafted large, eye-catching signs to promote shows and events, aiming to capture the attention of wide audiences. Among his most popular promotions were for circus performances, drawing crowds with his striking visuals. Fast-forward to today, and billboards are no longer just static images—they’ve evolved into dynamic, digital displays that offer real-time updates, tailored content, and even interactive features. This shift marks the ongoing revolution in how we advertise in public spaces, making messages more personalized, engaging, and responsive than ever before.

Digital billboards have introduced a number of innovations that go far beyond the capabilities of their traditional counterparts. The ability to update content remotely means that advertisements can be instantly adjusted to reflect real-time data, such as weather conditions, traffic patterns, or even local events. For example, a digital billboard in a hot climate might display ads for cold beverages or sunscreen, while one near a sports stadium could feature live scores and promotions tied to the ongoing game.

Where DOOH Ads Work Best

DOOH offers the flexibility of real-time content updates, data-driven targeting, and interactive features. But where do DOOH ads work best? The answer largely depends on your business goals, the nature of your target audience, and the environment in which your ads are displayed. Let’s break it down into key locations where DOOH shines brightest:

1. High-Traffic Urban Areas
   Cities and metropolitan hubs with dense populations are prime locations for DOOH. Think Times Square in New York City. In these high-traffic areas, your ad can reach thousands, if not millions, of potential customers each day. The constant flow of people ensures maximum exposure for your brand, whether it’s through large digital billboards or interactive kiosks. For business owners in retail, entertainment, or tourism, these areas offer unmatched visibility, making them ideal for promoting new products, services, or events.
2. Transit Stations & Airports
   Whether it’s a bus stop, subway station, or major airport terminal, transit hubs are another great place for DOOH ads to thrive. Commuters and travelers often have long wait times, making them more likely to engage with digital content. Additionally, these locations often attract a captive audience, allowing businesses to deliver highly relevant messages based on time of day, weather, or even local events. For example, a digital ad for a coffee brand might be more effective in the morning rush hour, while a luxury car ad could be more fitting at an airport where business travelers are present.
3. Shopping Malls & Retail Centers
   Malls and retail centers are hotspots for DOOH because they offer the perfect environment for engaging shoppers at the point of decision. Digital screens in these settings can showcase product promotions, real-time offers, and even interactive features to encourage immediate purchasing behavior. These ads can also be highly targeted based on customer demographics—such as age, gender, or even the store they’re in front of—offering a more personalized experience for the shopper. For business owners in the retail and consumer goods sectors, DOOH ads in these areas can be a powerful tool for driving sales.
4. Sporting Venues & Entertainment Complexes
   Stadiums, arenas, and entertainment venues are exceptional places for DOOH advertising, where large screens can broadcast live events, scores, and promotions. Whether it’s advertising a local restaurant during a sports game or showcasing a movie release at a concert venue, these locations offer a unique opportunity to reach a highly engaged audience in an immersive setting. The big screens make it easy to grab attention, and the atmosphere encourages a sense of excitement, making your ad more memorable.
5. Out-of-Home Interactive Spaces
   Interactive DOOH ads are a great way to engage audiences in spaces where they are likely to stop and take a moment. Locations such as bus shelters, digital kiosks in shopping districts, or even areas with AR-enabled screens offer the opportunity to create unique, interactive brand experiences. This form of advertising is especially effective when targeting younger, tech-savvy consumers who are used to interacting with digital content. For businesses looking to create a deeper connection with their audience, interactive DOOH ads are a compelling option.

Let Salem Surround Take Your Brand to the Next Level with DOOH!

Take your brand’s visibility to new heights with Digital Out-of-Home (DOOH) advertising from Salem Surround. Whether it’s reaching commuters at busy transit hubs, engaging shoppers in retail centers, or capturing attention at major events, we can help you connect with your audience where it matters most.

Don’t miss out on this opportunity to put your brand in front of thousands of potential customers. Find Salem Surround near you and discover how we can support your marketing needs in your local area.