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Video is the new king of content, and the same goes in advertising. It’s one of the few formats that can stop the scroll, tell a compelling story and spark emotion, all while driving measurable results. In fact, 87% of consumers say a video has convinced them to buy a product or service.
But as video becomes table stakes online, standing out is getting harder. Feeds are crowded and attention is fragmented, which means even the strongest creative can fade into the background. That’s where digital out-of-home (DOOH) comes in.
Why video DOOH is effective
Large-format DOOH screens give video a new life, allowing familiar creative to take on a bold, attention-grabbing presence. Programmatic capabilities give brands the same precision and flexibility as online video, creating new opportunities to engage core audiences across daily touchpoints.
Here's how:
- Greater impact and reach: Video DOOH transforms everyday moments into ones worth stopping for, placing messages in high-traffic locations — from transit hubs and shopping centers to gyms and city streets. With over 80% of DOOH inventory supporting video, brands can scale video campaigns effectively across daily routines.
- Non-intrusive engagement: Audiences encounter video DOOH naturally, and in context, adding value to their experience rather than disrupting it.
- Enhanced creative impact: Large-format screens give video a fresh presence, with subtle motion, animation or 3D and anamorphic effects that command attention in busy environments. Dynamic elements respond to context in real time, turning screens into high-impact, memorable creative canvases.
- Strong omnichannel synergy: DOOH connects digital engagement and real-world moments, creating sequential exposure that strengthens recall and reinforces key messages where audiences spend their time.
Best practices for video DOOH
While existing video assets can be repurposed for DOOH, it’s important to recognize how the format differs from personal screens. Audiences see it briefly, often on the move and in a variety of environments. To make the most of these encounters, creative must be clear, engaging from the first second and memorable in every moment:
- Use quick, punchy copy and clear visuals: With just seconds to capture attention, your message needs to be direct and memorable.
- Include subtitles: Many DOOH screens live in noisy or busy spaces where sound cannot be relied on. Including subtitles ensures your message resonates even without audio.
- Consider dwell time: Think about how long viewers spend at each venue. Urban bus stops, for example, allow for longer content, while screens in busy malls call for shorter, punchy messaging.
- Incorporate 3D effects: 3D can add depth and visual interest to your DOOH creative, making it stand out in high-traffic environments.
For teams looking for extra support, Vistar Media’s Creative Studio partners with marketers and agencies to adapt video for DOOH, helping campaigns make the most of real-world impact.
Making video ads unmissable
Online video is powerful because it connects with people in personal, one-to-one moments. DOOH extends that same storytelling into shared spaces, where brands can reach audiences as they move through the real world together. By combining the scale, context and visibility of DOOH with the creativity of video, brands can create memorable, real-world moments that stick long after the screen goes dark.
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