--- title: What's Trending in DOOH This Year... And What's Not? description: With the new year well underway, we take a look at what’s hot and what’s not in the world of out-of-home. --- [Vistar Media Blog ](https://www.vistarmedia.com/blog) # [What's Trending in DOOH This Year... And What's Not?](https://www.vistarmedia.com/blog/dooh-hottest-trends) Written by [Hannah Lyder](https://www.vistarmedia.com/blog/author/hannah-lyder) | Jan 17, 2023 With the new year underway, we take a look at what’s hot and what’s not in the world of out-of-home. This is an excerpt from the special edition report, [**The Advertiser’s Playbook for OOH in 2023**](https://www.vistarmedia.com/lp-guide-advertisers-playbook?hsLang=en), giving marketers the inside track of all things out-of-home . ## What's Hot: The Biggest Trends for DOOH in 2023 ## ### Data-Driven Creatives Finally, out-of-home has been pushed into the data-driven era, and the gap between creative and media is being bridged even further. Dynamic creative – widely adopted by other digital channels, and [now available in digital out-of-home](https://www.vistarmedia.com/news/dynamic-creative-for-dooh-ecosystem?hsLang=en) (DOOH) – is a type of advertising that uses data to inform specific elements within an individual advertising creative asset. DOOH is a smart advertising channel through which [advertisers can launch personalized campaigns based on an array of data sets](https://www.thedrum.com/profile/vistar-media/news/what-is-dynamic-creative-and-what-does-it-mean-for-digital-out-of-home-advertising) and also switch out creative messaging in real time. Campaigns using dynamic creative will automatically pull in components of the ad from a real-time data feed – for example, [in a recent DOOH initiative for the NBA](https://info.vistarmedia.com/nba-case-study?hsLang=en), the organization integrated localized hometown match ups, game day countdowns and real-time live scoring to maximize fan engagement and cultural resonance.  ### Mobile Extensions By [pairing DOOH with mobile media](https://www.vistarmedia.com/blog/creative-ways-to-advertise-dooh-mobile?hsLang=en), brands and retailers can re-engage consumers exposed to the DOOH campaign on their mobile devices. This allows brands to amplify campaign impact or drive them towards a more specific call-to-action, ensuring their messaging remains top-of-mind and actionable throughout a consumer’s busy day. For instance, Bounce Curl, a leading online haircare brand, [used mobile extensions to add a strategic retargeting layer](https://www.vistarmedia.com/blog/bounce-curl-outfront-pdooh?hsLang=en) to their DOOH campaign, enabling the brand to re-engage consumers who were exposed to the campaign on their mobile devices at a later time. The cross-screen campaign resulted in impressive results for Bounce Curl, including a 47% lift in brand awareness, 21% lift in consideration, and 18% lift in purchase intent.  ### Smart Measurement While marketers previously used the mass medium as an awareness driver, today [the world’s leading brands are using DOOH to drive KPIs across the entire funnel](https://www.vistarmedia.com/blog/dooh-measurement-solutions?hsLang=en) – including brand health, foot traffic, web activity, online conversions and sales lift. Many marketers are already leveraging these offerings from trusted industry partners in their digital channels; now, DOOH joins the omnichannel mix, giving marketers consistent methodologies across media and a means to proving out the ROI of their once-traditional marketing strategies.  Below are a few client client success stories:  - Insperity [conducted a brand lift study](https://www.vistarmedia.com/resources?hsLang=en) to assess health metrics across the entire consideration journey, including awareness, familiarity and intent.  - Tasmania Tourism used a [foot traffic study](https://www.vistarmedia.com/lp-case-study-tourism-tasmania?hsLang=en) to measure the increase in destination visitors based on DOOH exposure.  - Betterment, a financial advisory campaign, [used online conversion tracking](https://www.vistarmedia.com/resources?hsLang=en) to determine how their DOOH campaign influenced website activity.  - This **major OTC company** conducted a[ sales lift study](https://www.vistarmedia.com/resources?hsLang=en) to calculate the increase in actual sales from activating DOOH media.  ## What's Not: DOOH Trends That Should Be Left Behind ### Communications Overload Marketers often feel pressured to pack a lot of information into one creative execution. But in OOH, the simpler the message, often the better the impact. A short, interesting, eye-catching brand message can make a lasting impression. Don’t try to overcomplicate things and don’t overdo it. Here are some [helpful hints](https://www.vistarmedia.com/blog/4-tips-dooh-creatives?hsLang=en) for maximizing your DOOH creative. ### Out-of-Home in Isolation As DOOH is a powerful one-to-many broadcast medium, there’s a tendency for marketers to place their bets in OOH for one-off brand awareness executions. This is a mistake — OOH is a key connection point between the physical and digital worlds. Brands need to be thinking about how to combine digital tactics, like mobile and [first-party data,](https://www.vistarmedia.com/blog/how-first-party-data-transforming-dooh?hsLang=en) with OOH to create an omnichannel strategy that ensures they're reaching potential customers at every stage of their journey. ### Long Term Commitments While most traditional OOH requires long-term commitments, advertisers are increasingly looking for platforms which can offer [rapid activation capabilities](https://www.vistarmedia.com/blog/real-world-screens-deliver-timely-results?hsLang=en) with robust flexibility. Manual booking processes are out while the ability to upload assets electronically and schedule, optimize or pause campaigns in just minutes based on real-world circumstances, is in.    What else does the future hold for out-of-home? Where will marketers be placing their bets? And how can DOOH play a unique and important role in media strategies? To view the full report, check out [*The Advertiser’s Playbook for OOH in 2023*](https://www.vistarmedia.com/lp-guide-advertisers-playbook?hsLang=en).   [View full post](https://www.vistarmedia.com/blog/dooh-hottest-trends) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Hannah Lyder" }, "dateModified" : "2026-03-04T15:54:07.655Z", "datePublished" : "2023-01-17T14:00:00Z", "headline" : "What's Trending in DOOH This Year... 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