Discipline
Out-of-home and digital out-of-home
Messages in public space: billboards, transit, street furniture and digital screens.
Out-of-home puts the brand in public space: billboards, transit, street furniture and digital screens. It cannot be skipped, blocked or scrolled past, and it repeats the message on the routes people travel every day, close to stores, venues and moments. It suits a simple message that needs local or national fame, and often carries a campaign's key visual while other disciplines carry the detail.
Start with the 101Out-of-home and digital out-of-home 101: the whole pictureHistory, how it works, where it is used, what it costs, the rules, its limits and when to choose it, with every claim sourced.Read the 101Need a hand with this discipline? Ask members who practise it.
What matters when choosing
- Sites and screens on the routes, venues and stores your audience actually passes.
- A message that works in a few words and one image, seen for a few seconds.
- Proof of delivery: photographs of posted sites, or play logs for screens.
- On digital screens, the option to change the message by time, weather or event, under rules set in advance.
- Audience estimates you understand, and know not to compare across measurement systems or countries.
Questions to ask vendors and agencies
- How is the audience of each site or screen estimated, and what does that estimate not tell us?
- What proof will we receive that every site went up and every screen played as booked?
- Which local planning and display rules apply to these sites, and who checks them before booking?
Common mistakes
- Long copy, small type and web addresses on a frame people see for a moment.
- Treating a modelled audience as proof that anyone looked.
- Booking sites without checking local rules, then seeing them refused or removed.
What it is good at
- Attention that cannot be blocked, skipped or scrolled away.
- Large, local reach, repeated on the routes people take every day.
- Presence close to the point of sale, a venue or a moment.
What to watch for
- Little control over exactly who passes a site.
- Audiences are estimates, and the methods differ by country and system.
- Classic sites need time for printing and posting, and many premium sites are still sold only directly.
How it is bought and priced
Bought from media owners by site and period, by network or package across a city or a route, by share of time in a digital screen's loop, or programmatically per thousand estimated impressions. Production, printing and installation come on top of the media.
Typical disciplines Out-of-home and digital out-of-home Advertising (TV, radio, print, cinema) Digital advertising Events and experiential
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