Evolution of outdoor advertising: from OOH to pDOOH

For decades, outdoor advertising was the most effective way to reach mass audiences. But with advances in technology and the growing demand for personalized messages, the industry has undergone a complete transformation. In this article, we review each stage of this evolution and analyze the benefits of each.

Last update: April 9, 2025

Traditional outdoor advertising (OOH)

Traditional outdoor advertising was born in the late 19th century, also known as OOH, and was the primary means of reaching out-of-home audiences used by companies born with industry in the world's most populous cities. In addition, with the first automobiles and the emergence of public transportation, traffic in cities increased considerably, which favored the fledgling industry.

Advertisements were displayed in strategic locations on billboards, panels, and other static media. Although effective in terms of mass reach, OOH advertising had limitations regarding personalization and measurability.

Digital Out-of-Home Advertising (DOOH)

With the advent of digital displays and dynamic display technology, digital out-of-home (DOOH) advertising emerged. Digital displays allowed advertisers to display dynamic, personalized content in public spaces. DOOH also offered greater flexibility in ad scheduling and the ability to update and modify content instantly. This opened up a world of creative possibilities and allowed for more meaningful interaction with target audiences.

Programmatic Digital Out-of-Home Advertising (PDOOH)

The evolution didn't stop with DOOH. Programmatic digital out-of-home advertising (PDOOH) took outdoor advertising to the next level by incorporating automation and data intelligence. Programmatic digital out-of-home allows advertisers to plan, buy, and deliver ads in an automated, data-driven manner across multiple locations and digital screens. With PDOOH, ads can be personalized in real-time based on the context and preferences of the target audience.

Programmatic digital out-of-home also introduced the ability to use data and targeting technologies to display relevant ads based on time of day and audience demographics. This enabled advertisers to reach their customers accurately and effectively, thereby increasing the impact of their advertising campaigns.

The technology provided by programmatic onboarding also enables deeper measurement and analysis of campaign performance. Advertisers can obtain accurate data on ad viewability, audience engagement, and conversions, providing them with valuable information to optimize their advertising strategies.

Outdoor advertising has undergone a significant transformation in recent years. From traditional outdoor advertising (OOH) to digital out-of-home (DOOH) and programmatic digital out-of-home (PDOOH) advertising, the industry has evolved to adapt to the demands of an increasingly connected and demanding audience.

Conclusion

From technological developments and artificial intelligence (AI) in its beginning, the way advertisers can interact with their target audience has been revolutionized. As technology continues to advance, it's exciting to imagine how outdoor advertising will evolve even further and how it will continue to surprise and improve results for brands and agencies.