What is Digital Out Of Home (DOOH) advertising? It’s a piece of hardware (essentially an outdoor TV) that can be placed on a micro-property. Think about how all billboards used to be a static image that had to be “wallpapered” onto the board, but now many billboards are very large TV screens that can switch between images/ads. Well, Digital Out Of Home (DOOH) is the general category of screens that display ads in high traffic or foot traffic areas. DOOH screens are often at bus stops, in train terminals, in Times Square, and now DOOH has been integrated into electric vehicle (EV) chargers. DOOH clearly fits into the micro real estate realm.
The proliferation of DOOH has coincided not only with the drop in prices in TV screens, but specifically in the development of outdoor screens with high NIT counts that can be seen in bright sunlight and resist damage from ultra-violet (UV) radiation from the Sun.
The opportunity for additional revenue on commercial properties with DOOH is enormous as advertisers look to compete for public eyeballs, and advertise to consumers shortly before a transaction. So, the owners of DOOH equipment and properties are likely to generate additional revenue if they can prove that the DOOH screen is in a high foot traffic area. Think about Times square – it is in one of the most traveled streets in the world and is a major tourist destination, so the DOOH screens there a gigantic, but worth the investment.
From a market perspective, what is digital out of home (DOOH) advertising? The total DOOH market in 2019 was $8.5 billion, and is expected to be over $11.3 billion by 2026. Now, obviously the just with any real estate market the best locations are going to be snapped up first, but there will always be market fluctuations that allow for buying (or selling) opportunities. The future of DOOH is highly dependent on micro real estate and the partnerships between micro real estate owners and DOOH equipment owners.