LearningReference
Digital Out-of-Home: Definition and Core Features
- Free
- Beginner
- IAB
A concise industry definition of DOOH and the core capabilities that distinguish it from static OOH and personal digital media.
Opens on IAB's website in a new tab.
- Time to complete
- ~10 min
- Level
- Beginner
- Certificate
- No
Overview
IAB’s Digital Out-of-Home: Definition and Core Features gives advertisers a current baseline for what the industry means by DOOH. IAB defines DOOH as digital media used for marketing outside the home and emphasizes characteristics such as dynamic content, broad placement across public and commercial environments, and data-driven capabilities. This sounds simple, but a common source of confusion in OOH buying is that digital billboards, retail screens, transit displays and other public screens can behave very differently while still belonging to the same broad category. This resource is best used as a short foundation before reading more technical material on programmatic buying or measurement.
What You'll Learn
- Use a current industry definition of DOOH
- Understand why DOOH includes more than roadside digital billboards
- Recognize dynamic content as a core capability
- Understand the one-to-many public-screen context
- See how location, data and real-world context shape DOOH
- Build a foundation for later programmatic and measurement topics
Highlights
- Short and easy to use for team onboarding
- Published by IAB in December 2024
- Useful shared definition before discussing pDOOH
- Helps separate DOOH from personal-device digital advertising
Who It's For
Best for
- Advertisers completely new to DOOH
- Digital teams extending campaigns into OOH
- Internal training and onboarding
- Anyone confused by the boundaries of the DOOH category
Before you start
- No prerequisites
Access
- Cost
- Free
- Format
- Reference
- Time to complete
- ~10 min
- Certificate
- No
- Hands-on
- Reference-based
Topics Covered
- DOOH
- Formats
- Fundamentals
FAQ
Questions about this resource
5 questions
What is DOOH?
IAB defines digital out-of-home as digital media used for marketing purposes outside the home.
Is DOOH only digital billboards?
No. The category includes digital screens across many public and commercial environments.
Is this resource free?
Yes. It is publicly available on IAB’s website.
Is it a buying guide?
No. It is a foundational definition and feature reference.
What should I read after it?
Move next to a programmatic DOOH explainer or the IAB DOOH Measurement Guide.
Sources
Sources & Methodology
1 source
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