Local media companies: Future-proof your media mix with DOOH

For decades, newspapers, local TV and radio have been the foundation of media. They connect communities, keep people informed and give local businesses a platform to reach their audiences. That foundation remains important today, even as technology and consumer behaviors shift.

The challenge for many legacy media companies isn’t losing relevance, it’s finding new ways to grow and compete in a digital-first landscape. Advertisers now expect precision, flexibility and results they can measure. That’s where digital out-of-home (DOOH) comes in. 

What is DOOH?

Simply put, DOOH is advertising displayed on digital screens in areas such as bus shelters, shopping centers, highway billboards, grocery stores and other public spaces. By being present in these real-world environments, it allows brands to stay top of mind throughout consumers' daily routines.

Leveraging advanced programmatic capabilities, DOOH combines the broad reach and impact of traditional, static billboards with the precision, flexibility and efficiency of digital advertising—helping bridge the gap between online and offline experiences. For example, with DOOH, you can target specific audiences, respond to real-world triggers like weather and easily swap out creatives to stay relevant and engaging.

This mix of reach and precision makes DOOH one of the most effective channels available. Research from Kantar shows that out-of-home advertising drives a 13% lift in ad awareness, compared to TV, digital and CTV. That kind of impact is hard to ignore, which is why DOOH has quickly moved from an emerging tactic to a mainstream part of the media mix. With the U.S. OOH market projected to grow to $12 billion by 2029, there is clear momentum and growing investment behind the channel.

By adding DOOH to your media offerings, you can extend your local reach, make campaigns more precise and offer your clients new ways to connect with their audiences. In this article, we’ll dive into the targeting strategies, flexibility features and measurement approaches that make DOOH such a strong complement to your current media mix. 

Reach the unreachable

DOOH lets you reach consumers as they go about their day—even where other channels can’t. It extends your campaigns beyond personal devices and into the real world, creating a seamless connection with audiences on the move.

Here’s how different targeting tactics can help your clients make the most of that reach: 

• Point-of-interest (POI) targeting places ads near the locations customers already visit, like coffee shops, gyms, local restaurants or community centers. It’s an effective way to reach people where they’re spending time and keep your clients’ brands top of mind when consumers are ready to take action.
  
• Audience targeting goes beyond simple demographics. You can activate your first-party data to target current customers in the real world or combine it with third-party data to reach people based on lifestyle, behavior and intent data.
• Weather triggers activate campaigns based on real-time conditions to make your message timely and relevant. For example, a local ice cream shop could promote cold treats on a hot day, a café could highlight hot drinks when it’s rainy or chilly or a landscaping service could push seasonal lawn care specials during dry or sunny periods. Tying messaging to the weather makes it timely and relevant, motivating people to take action in the moment.

Turn real world spaces into trusted brand moments

DOOH helps media companies deliver campaigns that reach audiences in real-world settings where they are most receptive, capturing attention without disruption. This makes DOOH a natural complement to other channels, from traditional media like newspapers, TV and radio to digital platforms, helping extend omnichannel reach and reinforce messaging.

Studies show that 70% of consumers notice OOH ads, and nearly 83% take action afterward, demonstrating that messages delivered in real world spaces not only capture interest but also build confidence in the brand. This approach also helps strengthen trust. In fact, studies show that 31% of consumers trust OOH advertising, nearly double the level of trust afforded to social media advertising. By placing their clients’ messages in these contextually relevant environments, media companies position brands to capture attention and reinforce credibility.

Discover the power of flexibility

DOOH combines the flexibility of other digital channels with the impact of real-world moments. Programmatic DOOH gives you full control over your campaigns. Whether you need to pause a campaign, refresh creative or adjust targeting, changes can happen in near real time. This flexibility can help your clients seize timely opportunities, stay relevant and respond quickly to changing conditions. By continuously monitoring performance, campaigns can be optimized to improve results and deliver more value. 

Dynamic creative builds on this flexibility, automatically adapting ads based on data signals like location, countdowns, time of day or weather.

Show measurable results

Measuring DOOH doesn’t have to be complicated. With exposure data, you can quantify the real-world impact of every campaign and demonstrate value for your clients.

By studying audience patterns, you can gain insights into how your clients’ campaigns impact real-life actions to evaluate: 

• Brand awareness: Measure how exposure to your DOOH ads boost brand recognition and enhances brand perception among your target audience.
  
• Foot traffic: Analyze how your DOOH campaigns affect the number of people visiting physical locations or stores nearby after campaign exposure.
• Online conversion metrics: Measure the effectiveness of your DOOH campaigns across a variety of online KPIs after campaign exposure, including: web conversions and behaviors, app downloads and in-app actions. 

These capabilities turn data into action, helping you make smarter, more timely decisions that drive results.

"We’ve been able to work together with Vistar to showcase the success of DOOH. With the measurement capabilities available, we’re able to plan, improve on past campaigns and show success metrics to our clients."

- Gregg Frischling, Vice President and General Manager at Steel City Media

Build for long-term growth

Staying current doesn’t mean leaving legacy formats behind. It means building on them with smart extensions. DOOH isn’t just another service—it’s a way to innovate, deepen client ties and grow in a fast-changing world. By adding DOOH to your media offerings, you can generate additional revenue and amplify the impact of all your campaigns, driving consumer action and delivering stellar results for your clients.

Ready to learn more about how DOOH can future proof your media mix?