Everyone sees a promising future for DOOH

At a time when the way people connect with brands is evolving and many advertisers are exploring new performance measurement methods, programmatic advertising is becoming a powerful driver of not only visibility but also relevance. According to a study by JCDecaux and Ipsos, DOOH holds attention for an average of 4.5 seconds longer than most digital formats. Meanwhile, WARC notes skyrocketing investment in these channels, with China leading as the world’s largest market.

From consideration to conversion

According to a new report by The Drum, digital out-of-home advertising plays a particularly valuable role in turning a brand from “just another brand” into “one I would actually buy from”—where purchase intent is born—as it is especially effective at capturing attention and turning it into meaningful interaction.

By positioning brands with clearer messaging (even in busy environments), it delivers better results in key indicators like attribution and interest. Sustained attention also opens the door to genuine consideration, especially as advances in ad tech and data availability increase opportunities for smarter, performance-oriented marketing strategies, and advertisers prioritize quality of interaction over quantity of impressions.

As Marketing Dive explains, the industry is standardizing methodologies to be used as optimization and campaign measurement tools, allowing brands to maximize ad effectiveness at every stage of the consumer journey and make smarter investment decisions. In a fragmented audience landscape, it’s essential to incorporate contextually relevant DOOH networks that generate real attention and stronger results, enhancing companies’ omnichannel strategies.