What is DOOH? Digital OOH Definition | PlaceBased

Written By Cody Cagnina

DOOH (Digital Out-of-Home)

DOOH, or digital out-of-home, is screen-based out-of-home advertising delivered on programmable digital displays rather than printed static panels. Because the creative is digital, multiple advertisers can share a screen, messages can be swapped in hours instead of weeks, and campaigns can use dayparting and real-time triggers such as weather, traffic, or sports scores.

DOOH is the fastest-growing part of the OOH category. In 2025, it accounted for 36.3% of total U.S. out-of-home revenue and grew 10.5% year over year, outpacing the broader market. Its advantages over static OOH are flexibility, message rotation, easier measurement, and simpler mobile audience extension. When DOOH inventory is bought through automated, data-driven platforms, it is called programmatic DOOH (pDOOH).

Related terms:

OOH (https://placebased.media/glossary/ooh)

Programmatic DOOH (https://placebased.media/glossary/programmatic-dooh)

Place-based advertising (https://placebased.media/glossary/place-based-advertising).

Full guide: What is DOOH Advertising? (2026) (https://placebased.media/blog/what-is-dooh-advertising-2026)

Cody Cagnina

Cody Cagnina is an experienced expert in public health marketing with over 15 years of professional experience. His specialty is creating impactful Out-of-Home (OOH) advertising and Digital-Out-of-Home (DOOH) advertising campaigns that resonate with community audiences. He works with the top public health organizations such as the Centers for Disease Control and Prevention (CDC), the Department of Health and Human Services (HHS), the Food and Drug Administration (FDA), and numerous others. Cody's strategic vision and creative execution have significantly contributed to raising public awareness of crucial health issues, effectively leveraging the power of marketing to foster healthier communities. His commitment to excellence and profound industry knowledge make him a pioneer in public health advocacy and education through marketing.

http://placebased.media
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What Is OOH Advertising? Out-of-Home Definition | PlaceBased