{"id":4738,"date":"2020-07-09T15:56:00","date_gmt":"2020-07-09T13:56:00","guid":{"rendered":"https:\/\/ameo-agentur.de\/?p=4738"},"modified":"2025-06-17T19:54:16","modified_gmt":"2025-06-17T17:54:16","slug":"what-is-dooh","status":"publish","type":"post","link":"https:\/\/ameo-agentur.de\/en\/knowledge\/what-is-dooh\/","title":{"rendered":"What is DOOH?"},"content":{"rendered":"\n

DOOH<\/strong> stands for Digital Out of Home<\/strong> and is the English term for digital outdoor advertising<\/strong>. In contrast to traditional Out of Home (OOH)<\/strong> advertising – such as posters on lampposts, advertising pillars or house walls<\/strong> – DOOH is purely digital<\/strong> and therefore opens up many new possibilities in outdoor advertising<\/strong>. <\/p>\n\n

There are now more than 120,000 DOOH screens<\/strong> in Germany, and this form of advertising is<\/strong> also one of the fastest growing media worldwide<\/strong>. Although digital out-of-home advertising<\/strong> is still a relatively new advertising medium<\/strong>, it has already attracted a great deal of attention<\/strong>. This is shown by the results of a current trend analysis from 2019<\/strong> on the perception of DOOH media<\/strong>, published by the Fachverband Au\u00dfenwerbung (FAW<\/strong> ) in collaboration with the agency outmaxx media service<\/strong>. <\/p>\n\n

DOOH measures do not go unnoticed<\/strong>, especially among younger target groups<\/strong>, who are also particularly relevant to advertising<\/strong>.<\/p>\n\n

What advantages and opportunities does Digital Out of Home (DOOH) offer?<\/h2>\n\n

Digital Out of Home (DOOH)<\/strong> offers a wide range of advantages and opportunities<\/strong>. The greatest opportunity lies in combining<\/strong> the strengths of traditional media with the advantages of digital marketing<\/strong>. For example, reach and public visibility<\/strong> can be optimally combined with digital playout conditions such as weather conditions or time of day<\/strong>. <\/p>\n\n

A key advantage of digitalization is the use of moving image content<\/strong> as an out-of-home measure. Moving images are real eye-catchers<\/strong>, remain in the memory for longer, generate a stronger emotional impact<\/strong> and enable greater identification with the advertising message<\/strong>.<\/p>\n\n

Another plus point is the more flexible installation of digital screens<\/strong>: These can be placed flexibly both indoors and outdoors<\/strong> – even in the middle of the room<\/strong>, without being as obtrusive as classic posters.<\/p>\n\n

In addition, digital outdoor advertising<\/strong> offers a more precise target group approach with a greater reach<\/strong>. Advertising measures can be used in an even more targeted manner and different target groups<\/strong> can be addressed at different times<\/strong>. Even short-term adjustments<\/strong>, such as changes in the weather or current events, can be easily implemented. <\/p>\n\n

Another positive aspect is the conservation of resources<\/strong>: no paper consumption<\/strong> and no chemical poster production<\/strong> are necessary. In the future, technological developments such as WLAN, beacon technology or facial recognition<\/strong> could enable even more targeted advertising. <\/p>\n\n

What are the disadvantages of Digital Out of Home (DOOH)?<\/h2>\n\n

One disadvantage is that competition on digital screens for the attention of target groups and consumers is increasing sharply<\/strong> – similar to other digital advertising measures. It is therefore particularly important to develop high-quality and creatively designed content<\/strong> in short, quickly graspable formats<\/strong> in order to stand out from the mass of advertising messages. <\/p>\n\n

Another disadvantage – particularly from an environmental perspective – is the high power consumption<\/strong> caused by the operation of over 120,000 digital screens in Germany alone<\/strong>. These usually have to be operated around the clock<\/strong>, which results in considerable energy consumption<\/strong>. <\/p>\n","protected":false},"excerpt":{"rendered":"

DOOH stands for Digital Out of Home and is the English term for digital outdoor advertising. In contrast to traditional Out of Home (OOH) advertising – such as posters on lampposts, advertising pillars or house walls – DOOH is purely digital and therefore opens up many new possibilities in outdoor advertising. There are now more […]<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jf_save_progress":"","footnotes":""},"categories":[111],"tags":[],"class_list":["post-4738","post","type-post","status-publish","format-standard","hentry","category-knowledge"],"_links":{"self":[{"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/posts\/4738","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/comments?post=4738"}],"version-history":[{"count":1,"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/posts\/4738\/revisions"}],"predecessor-version":[{"id":4739,"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/posts\/4738\/revisions\/4739"}],"wp:attachment":[{"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/media?parent=4738"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/categories?post=4738"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ameo-agentur.de\/en\/wp-json\/wp\/v2\/tags?post=4738"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}