Digital Out-of-Home (DOOH)

Digital Out-of-Home (DOOH) advertising refers to digital advertising content displayed on screens located in public or semi-public spaces outside of the home. This includes digital billboards, transit advertising screens, airport displays, shopping centre screens, and in-store retail media screens. DOOH is the digital evolution of traditional out-of-home (OOH) advertising, enabling dynamic content updates, audience measurement, and programmatic buying.

DOOH has grown rapidly as a media channel because it combines the mass reach of traditional outdoor advertising with the targeting, measurement, and automation capabilities of digital advertising. Unlike static billboards, DOOH screens can display multiple advertisers' content in rotation, update creative in real-time based on contextual triggers, and measure audience exposure through camera-based or sensor-based analytics.

In-store retail DOOH is a distinct and rapidly growing sub-category of DOOH, characterised by its proximity to the point of purchase and access to retailer first-party data. In-store DOOH screens — including end-of-aisle displays, checkout screens, and entrance screens — reach shoppers at the moment when purchase decisions are being made, making them highly effective for brand and promotional advertising. The Adflux platform is purpose-built for in-store retail DOOH, providing the CMS, programmatic SSP, and audience measurement capabilities required to operate a full retail media screen network.