Today’s digital outdoor advertising combines visual style and technological capabilities, creating a powerful communication tool. Using the potential of DOOH, brands are able to form dynamic content that reacts to real events — from weather changes to traffic density. Such adaptability strengthens the effectiveness of displays and makes campaigns as relevant as possible for viewers.

Automation plays an important role. Thanks to Programmatic DOOH, companies can plan displays in advance, choose certain time intervals, and track effectiveness in real time. This approach increases the level of control over each campaign and allows more efficient use of the advertising budget.

A reliable technical base is another factor of success. Modern software for a video wall ensures uninterrupted system operation and high-quality playback on all network screens. It often works in conjunction with a digital signage player, which is responsible for stable signal transmission, high resolution, and clear color palette. Together, these solutions make advertising more technological and reliable.

What is a digital board

A digital board is a large electronic screen or panel installed in a public space, displaying dynamic content: video, graphics, or infographics. Unlike traditional billboards, digital media provide the ability to promptly change advertising messages and work with a large stream of information.

Such systems are an important part of digital signage infrastructure because they make urban space more interactive and modern. Thanks to online content updates, companies can quickly respond to current events or update offers without additional printing costs. This is especially convenient for retail chains, restaurants, or the event business.

Installing digital boards requires precise device setup and synchronization provided by video wall software. It guarantees stable image control and allows broadcasting content to several monitors at the same time. In combination with high-quality playback through a digital signage player, such a solution becomes a comprehensive tool for effective outdoor advertising.

Advantages of digital advertising

The main advantage of DOOH is the combination of technology and creativity. It enables brands to create bright, attractive campaigns with personalization for a specific audience. Such solutions are effective not only because of the visual effect, but also due to the flexibility of content updates.

The use of Programmatic DOOH makes this process predictable and manageable: analytics help quickly assess the impact of advertising, and automatic purchasing reduces administrative costs. Technological support through video wall software and a digital signage player guarantees system stability, which builds trust and positive perception of the brand.

As a result, digital signs transform into a universal communication tool — a combination of innovation, emotion, and creativity. They create a new type of interaction with the consumer, where advertising surfaces become part of an interactive urban environment rather than just a carrier of information.

Advertising effect and efficiency of digital billboards

What result does advertising on LED billboards and modern digital structures bring? The experience of Western markets and local cases shows that digital screens effectively solve branding and local promotion tasks. They are perfect for increasing brand awareness in the urban environment, informing citizens about events, promotions, store or restaurant openings. Thanks to pDOOH solutions and DOOH software, placing advertising content becomes fast and personalized, strengthening interaction with the target audience.

Advantages of placement on modern DOOH media

– promotes an increase in the number of potential buyers;

– improves the company’s image in the minds of city residents;

– helps successfully present a new product or service on the market;

– provides the ability to promptly update creatives using a digital signage player.

For example, LED billboards or digital panels are often used for announcements of major cultural events — theatrical premieres, concerts, or exhibitions. Dynamic advertising placed around the city creates a broad informational background around the event, increasing interest and attendance. Commercial brands use digital screens for messages about sales, navigation to a new retail location, or image campaigns with bright animations that stand out noticeably among static posters.

SSP and DSP for DOOH as efficiency tools

The modern digital outdoor advertising market is actively introducing programmatic technologies. SSP and DSP for DOOH allow advertisers to manage purchase of displays on screens in real time, optimizing costs and improving targeting accuracy.

– SSP (Supply-Side Platform) helps media inventory owners monetize spaces, opening them up through pDOOH networks.

– DSP (Demand-Side Platform), in turn, allows brands to choose optimal locations, display time, and target audience, which makes it possible to increase campaign effectiveness.

Such solutions are especially relevant in large cities, where competition for viewer attention is extremely high. Process automation through DOOH software allows rapid changes of visuals, testing various formats, and adapting content to current trends.

Attracting a young and active audience

Marketing research shows that digital screens, particularly LED billboards, actively attract the attention of the young generation leading a dynamic lifestyle. It is no coincidence that such media are placed near universities, cinemas, sports clubs — places where the active urban audience is concentrated. Dynamic content delivered through a digital signage player is perceived more naturally and creates a positive attitude toward the brand.  

In addition, youth respond better to interactive and flexible formats. Thanks to pDOOH solutions, advertisers can adjust the display schedule, personalize content according to current events or local context. This not only increases campaign effectiveness but also turns outdoor advertising into part of everyday communication in the urban space.

Statistics of Digital Out Of Home (DOOH) and video advertising in Western Europe and the USA

According to Statista analysts, in 2025 the share of Digital Out Of Home (DOOH) in the total volume of outdoor advertising exceeded 42%. This means that almost half of investments in this field go specifically to digital formats — dynamic videos on advertising screens, interactive LED structures, and programmable platforms for communication with the audience.

The annual turnover of the DOOH industry worldwide, according to Research&Markets by the end of 2025, reaches over 35.7 billion dollars, and by 2029 it is projected to grow to 43 billion dollars thanks to the spread of video advertising and modern software for LED screens.

According to a Harris Poll survey (USA, 2024), 73% of respondents stated that they perceive video advertising on digital screens better than similar ads on social networks or television. Almost 76% noted that at least once during the past month they took action after viewing bright dynamic content on DOOH media. About 65% of respondents in Western Europe say they encounter video advertising daily specifically on outdoor screens for advertising in transport hubs, shopping centers, and popular urban locations.

The expert agency inbeat.agency notes that on average 83% of people remember dynamic video content and interactive advertising through Digital Out Of Home better compared to static posters. This trend proved especially effective among the young urban audience, for whom the integration of video advertising and innovative solutions (for example, synchronized advertising screens in urban transport hubs or near universities) has become an integral part of public space.

Examples of Western DOOH campaigns

Spotify

– For the legendary Spotify Wrapped campaign, DOOH technologies were used with streaming of users’ music habits on digital screens in global metropolises: New York (Times Square), London (Piccadilly Lights), Paris, Toronto, and others. The implementation included real-time broadcasted content via LED screen software, which displayed the personal music summaries of thousands of people simultaneously and engaged the audience interactively.

– Hybrid campaigns using Digital Out Of Home (DOOH) and audio advertising on the Spotify platform led to a 43% increase in brand recall and brand affinity up to 81%. During the campaign, more than 4 million unique contacts were achieved through outdoor advertising screens.  

Nike

– Nike used video advertising with 3D effect to promote Air Max on huge LED screens in Tokyo (Shinjuku district) and downtown Los Angeles. The campaign created the effect of a “live” box that periodically opened, showcasing the new shoe model. Such innovations significantly increased brand recognition both offline (thanks to LED screen software) and online — the case collected millions of views and mentions on social media, creating synergy between the outdoor and digital campaigns.  

Expanding creative possibilities

Digital billboards today open new horizons for brand and agency creativity. In addition to standard commercial announcements, screens increasingly feature thematic collaborations with artists, social art projects, or series of adaptive videos that change depending on the time of day or events in the city. Thanks to this flexible approach, DOOH networks become a platform for inspiration and creativity, allowing marketers to continually surprise and retain audience attention.

Additional value is created by the ability to configure display scenarios for different locations in a large DOOH network. For advertisers, this means each communication message can be maximally personalized for the target group: for example, showing information about business services in business centers, and announcing sales in shopping districts. This level of adaptation greatly enhances campaign effectiveness and allows brands to remain relevant.

Interactivity and modern technologies

The development of the latest video formats makes it possible to integrate screens into the urban landscape, making communication with the brand truly alive. With the introduction of DOOH Display Solutions, it becomes possible to easily combine classic video clips with interactive elements. A mobile app or QR code can complement the storyline, engaging people in new interaction scenarios — from games and quizzes to participation in social flash mobs.

The increasing demand for integration of video advertising with additional digital content stimulates the development of hardware and software in the DOOH sphere. Such solutions allow significantly expanding creative boundaries: video on the screen can change according to weather, time, or surrounding events, as well as take into account the behavior patterns of the local audience. That is why DOOH advertising remains one of the most effective tools for attracting attention in the physical urban space.

Flexibility in campaign management

Operators of modern DOOH networks have gained truly powerful tools for organizing large-scale campaigns. Using a centralized video management system, it is possible to quickly plan displays for dozens or even hundreds of screens, promptly change creatives depending on circumstances, and ensure guaranteed synchronization. This is especially important when the advertising message needs to be delivered to different districts of the city within a short period of time.

At the same time, analytical platforms built into such systems allow the development of individual scenarios and forecasting of the expected effect. Management flexibility has opened new opportunities for situational marketing and targeted activations. Advertisers see the current effectiveness of DOOH advertising almost in real time and can make adjustments to achieve maximum results, which increases the competitiveness of outdoor digital advertising among other channels.

Opportunities for effective monetization

The digital advertising market is developing thanks to the emergence of advanced tools for selling and purchasing advertising space. The Supply-Side Platform has become the main driver of automation in this process: it reduces the time to launch campaigns, provides more analytics, and makes coordination between screen owners and advertisers much simpler. As a result, even small companies get a chance to work with digital screens under transparent and convenient conditions.

In addition, the popularity of cross-media monetization models is growing, allowing the combination of classic billboard campaigns with sponsorship integrations in digital channels. Platforms operating on Supply-Side Platform models offer extended capabilities for controlling placements and monetization across the entire DOOH network, contributing to more flexible distribution of the advertising budget and increasing the return on investment in modern systems.

Thus, placing advertising on digital billboards is gradually becoming one of the most interesting and effective tools for brands that strive to be visible in the modern city. Constant technological development, convenient campaign management, and opportunities for creativity make this format increasingly attractive for advertisers in various fields. DOOH advertising, integrated into the city’s digital environment, is now not just a trend, but a new standard of communication between business and its audience.

Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!