What Is DOOH? Why Digital Out of Home Is Thriving in 2025

Imagine you’re walking down Paseo de la Reforma in Mexico City. It’s drizzling lightly. A large digital billboard flashes an ad for a hot latte at the coffee shop around the corner—because the screen is connected to a weather API and knows conditions changed just five minutes ago.

That’s Digital Out of Home (DOOH) in action. Not static, not generic, but responsive, connected, and intelligent.

In 2025, DOOH is not just growing—it’s exploding. Let’s unpack why.

Quick Primer — What DOOH Actually Is

DOOH takes the traditional Out of Home (OOH) format (billboards, bus stops, transit ads) and upgrades it with digital technology and programmatic buying.

• Static OOH: Same creative, long print cycles, broad audience.

• DOOH: Dynamic content, short flight changes, triggered messaging, and increasingly, programmatic bidding.

Formats include:

• Digital billboards

• Transit screens (airports, metros, buses)

• Retail and mall displays

• Street furniture (digital kiosks, smart bus shelters)

Why DOOH Is Thriving in 2025

Several industry shifts have created the perfect storm for DOOH growth:

1. Shift to Digital Consumption Everywhere: Audiences expect dynamic, digital experiences—even in the physical world.

2. Programmatic Integration: Brands can now buy DOOH impressions the same way they buy display or CTV, often in real time.

3. Cost-Effectiveness: Flexible buying reduces wasted spend.

4. Massive Reach with Targeting: Unlike mobile or web, DOOH reaches millions in public spaces but now with improved targeting.

Key Stats:

• The global DOOH market is projected to reach nearly USD $33.4 billion by 2026, growing at ~11% CAGR. (adpushup.com)

• In Latin America, the OOH/DOOH market is forecast to hit USD $1.33 billion by 2030. (mordorintelligence.com)

• Programmatic DOOH adoption is accelerating, with spending surpassing USD $1 billion globally in 2025. (amraandelma.com)

Myth vs Reality in DOOH

• Myth: DOOH is only for massive global brands.

• Reality: Smaller and regional advertisers can buy flexible inventory programmatically, often at competitive CPMs.

• Myth: DOOH can’t be targeted.

• Reality: Modern DOOH integrates with mobile data, geofencing, and contextual triggers like weather or time of day.

• Myth: It’s hard to measure impact.

• Reality: DOOH attribution is improving via mobile footfall data, QR codes, and cross-channel analytics.

DOOH vs Traditional OOH (Comparison Table)

Feature	Traditional OOH	Digital OOH (DOOH)
Content	Static posters, long lead times	Dynamic creatives, instant updates
Buying	Manual, fixed contracts	Automated, programmatic, flexible
Targeting	Broad audience	Geotargeting, contextual triggers, audience data
Measurement	Limited (estimates)	Footfall tracking, mobile data attribution
Cost Flexibility	High upfront cost	Buy impressions, scale up/down easily

Case Study: Mazda CX-70 Launch in Mexico City

A recent real-world example shows the power of programmatic DOOH in practice. JCDecaux México and VIOOH teamed up for the Mazda CX-70 launch targeted at people aged 45-64 in Mexico City. The campaign used strategically placed digital billboards and screens in shopping malls as well as outdoor locations. Thanks to programmatic targeting and real-time optimization, Mazda saw a 17% increase in dealership foot traffic. blog.viooh.com

This result illustrates that DOOH can do more than just build awareness—it can drive physical visits and measurable in-market behavior when done with precision.

Checklist — Is DOOH Right for My Brand?

Ask these questions:

• Do I need broad awareness but still want smarter targeting?

• Do I have retail locations or events to drive traffic toward?

• Can I create dynamic content (weather, time, contextual triggers)?

• Do I want to integrate OOH with digital campaigns (mobile, CTV, search)?

If you answered “yes” to most, DOOH should be in your 2025 media mix.

Predictions for DOOH (2025–2030)

1. Full Programmatic Dominance: By 2030, most DOOH buying will be automated, tied into omnichannel DSPs.

2. Increased Data Layering: Weather, traffic, event calendars, and AI-driven contextual triggers will make DOOH even smarter.

3. Integration with CTV & Mobile: Cross-device campaigns will be standard (e.g., see a billboard → retargeted on streaming app → close purchase online).

4. Sustainability Focus: Energy-efficient screens, transparent supply chains, and “green media” certifications will be demanded.

5. Personalization at Scale: Real-time audience recognition (anonymous, privacy-compliant) will enable DOOH ads to feel tailored.

Closing Thoughts

In 2025, DOOH is not replacing OOH—it’s elevating it. What was once static, unmeasurable, and one-directional has become dynamic, measurable, and integrated into the broader programmatic ecosystem.

For brands in Mexico and beyond, the question isn’t “Should we use DOOH?” It’s “How fast can we integrate it before competitors get there first?”

Ready to explore DOOH opportunities for your brand? Talk to Buo about building a DOOH strategy that connects your message to audiences in smarter, more impactful ways.

Citations:

• DOOH global growth projections (adpushup.com)

• LATAM OOH/DOOH market forecast (mordorintelligence.com)

• Programmatic DOOH surpasses $1B in spend (amraandelma.com)