From Billboards to Smart Screens: DOOH is Changing Communication with Audiences

Outdoor advertising is no longer just a static display of ads on screens in urban environments: thanks to technological innovations, DOOH (Digital Out-of-Home) advertising is becoming an increasingly dynamic and interactive data-driven medium, allowing advertisers more precise targeting, real-time campaign adjustments, and two-way communication with audiences. The IAB Croatia team has decided to dedicate March to this increasingly interesting medium – and members of the IAB Croatia DOOH working group Irena Andučić Selthofer (Real Grupa), Irena Petek (Studio Nexus), Marko Poljak (Adluux Adria), and Dean Udatny (Go2Digital) shared their insights on the current state and future of this powerful advertising tool.

Measuring User Attention

One of the key challenges of DOOH is measuring audience attention. Traditional methods such as estimating the number of passersby are no longer sufficient; today, advertisers use motion sensors, eye tracking, facial recognition, emotion analysis, biometric data, and geolocation information to understand audience interaction with ads. “Technologies that track direct interaction, such as biometric data and interactive elements, usually provide the most accurate information,” emphasizes Irena Andučić Selthofer. “On the other hand, methods that rely on external factors, such as geolocation or time spent in front of the screen, should not be taken out of context but rather viewed as a complement to data on direct interactions.”

DOOH vs. Classic Billboard – When is Old Better than New?

Despite technological advancements, classic OOH advertising still has its advantages. Large formats, lower ad saturation, and high visibility make it a powerful tool, especially for local campaigns. “Classic OOH advertising still has a strong impact and successfully reaches a wide audience, making it a valuable tool for promotion at physical locations,” explains Andučić Selthofer. “Its popularity stems from its broad reach, high visibility, and focused attention, making it excellent for local campaigns. All these factors are also present in DOOH advertising, which builds on the foundations laid by classic OOH to create campaigns with additional advantages such as interactivity, more precise targeting, flexibility (quick changes and suspensions), and performance tracking.”

DOOH today, unlike the classic format, can be a tool for two-way communication with consumers. Brands are using touch-sensitive screens, QR codes, augmented reality (AR), and gamification to increase audience engagement. However, as the number of digital screens increases, the question arises: is there a moment when DOOH becomes too present? “Smart planning is key. The best DOOH locations are not those that aggressively flood the city with content, but those that add value – through interactivity, contextual relevance, or even contributions to the environment and people,” claims Dean Udatny.

Real-Time Flexibility

“The point of DOOH is that it is flexible, that it is true digital, not ‘lipstick on a pig,'” says Marko Poljak. “Does the option sound better where a person traditionally calls the DOOH medium and inquires about the campaign, plans, analyzes, and has follow-up questions that go on and on, OR does a person tell their AI agent specialized in advertising that they want to get 2M views from women aged 35 – 44, who are targeted after work and are interested in mental health, and the AI agent does everything and provides regular updates to the person, who only makes decisions based on data?”

Growing Interest in Programmatic

One of the most important trends in DOOH is programmatic advertising, which enables automated buying, real-time optimization, and more flexible targeting based on data such as weather conditions, demographics, and location. “Although the market is still in a phase of adjustment, it is clear that interest in programmatic is rapidly expanding,” claims Poljak. “Given the constant development, automated buying of DOOH ads is expected to soon become the standard, not the exception. While programmatic brings a key breakthrough in automating purchases, the real potential is only unlocked through the power of data and artificial intelligence.”

“Interactive DOOH allows for feedback collection, real-time interactions, and connections with social media,” explains Irena Petek. “This makes it a powerful tool for modern marketing strategies as users become active participants rather than just passive observers.”

The Future of DOOH: AI, AR, and Personalization

Experts agree that artificial intelligence (AI), augmented reality (AR), and programmatic buying will be key trends that will define this industry. AI will play a crucial role in personalizing and optimizing DOOH content, emphasizes Petek: “Brands will be able to adjust ads in real-time based on location, time, and demographic data. AR, on the other hand, will enable the creation of interactive experiences that will further enhance audience engagement.”

DOOH is no longer just a digitized billboard: “Brands are increasingly recognizing the potential of DOOH and are using it more in campaigns,” concludes Udatny. “With DOOH, we can change creative solutions daily, use creatives that have real-time data, conduct geotargeted campaigns, create interactive experiences, and utilize contextual message adjustments. Truly creative campaigns are those that harness the power of DOOH in ways that are not possible in other media – and it is up to us to inspire brands to seize that opportunity.”

Guidelines for DOOH advertising are also available, and more information about the activities of the working group and IAB Croatia can be found on the official website.