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			{{short description\|Name given to the advertising in public spaces}}
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			] was originally placed as an outdoor advertisement for the {{ill\|Osborne Group\|es\|Grupo Osborne}} to promote their ]. The bull has become a ] of ].]]
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			'''Outdoor advertising''' or '''out-of-home''' ('''OOH''') '''advertising''' includes public ]s, wallscapes, and posters seen while "on the go". OOH advertising formats fall into four main categories: billboards, ], ], and alternative.<ref name="Outdoor Media Formats">{{cite web\|title=Outdoor Media Formats\|url=http://www.oaaa.org/marketingresources/outdoormediaformats.aspx\|publisher=oaaa.org\|url-status=dead\|archive-url=https://web.archive.org/web/20090621033934/http://www.oaaa.org/marketingresources/outdoormediaformats.aspx\|archive-date=2009-06-21\|access-date=2009-07-17}}</ref>
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			Advertisements are commonly placed by large companies like ] and ].
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			== Digital ==
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			], displaying an ad for the {{Interlanguage link multi\|Provincial council election in the Netherlands\|nl\|3=Provinciale Statenverkiezingen}}]]
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			Digital out-of-home (DOOH) refers to dynamic media distributed across place-based networks in venues including.
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			=== Programmatic ===
	]
			{{See also\|Demand-side platform\|Supply-side platform\|Ad exchange}}
			Within the DOOH industry, advertisements might be purchased through programmatic platforms. Programmatic platforms ask marketers to specify desired audience characteristics and automatically locate the media vehicles to deliver that audience. These platforms may allow buyers (the demand side) to plan, execute and monitor campaigns across multiple media platforms (the supply side) using a familiar workflow.<ref>{{Cite web\|title=What is Programmatic Advertising? {{!}} CAASie.co Blog\|url=https://caasie.co/article/what-is-programmatic-advertising\|access-date=2021-07-23\|website=caasie.co}}</ref><ref>{{Cite web\|title=What is programmatic DOOH?\|url=https://broadsign.com/blog/what-is-programmatic-digital-out-of-home/\|access-date=2021-07-23\|website=Broadsign\|date=27 May 2020 \|language=en}}</ref> A major difference between programmatic digital out-of-home (pDOOH) and traditional OOH or DOOH is that programmatic automates the process of buying, selling and delivering inventory across multiple screens with enhanced capabilities. These enhanced capabilities include the creation of measurable, highly targeted campaigns by utilizing geolocation data to activate the best DOOH screens in real-time based on ] and audience movement patterns.<ref>{{Cite web\|title=Vol. 1 - What yOOH need to know: DOOH vs pDOOH\|url=https://www.hivestack.com/news-insights/the-fundamentals-of-ooh-dooh-vs-programmatic-dooh/\|access-date=2021-07-27\|website=www.hivestack.com}}</ref> Additionally, programmatic allows buyers to set specific parameters or conditions (also known as triggers) for a campaign or inventory and unleash the potential to power campaigns with unlimited data sets from a myriad of data sources. Only when the selected conditions are met will an ad or content be served onto the screen.<ref>{{Cite web\|title=Learn the pDOOH basics with Hivestack\|url=https://www.hivestack.com/news-insights/intro-to-pdooh/\|access-date=2021-07-27\|website=www.hivestack.com}}</ref>

			== Printed ==
	</noinclude>
			Printed out of home refers to static media distributed across physical spaces.<ref>Hans-Jürgen Tast: ''Immer mit einem Lächeln auf den Lippen! Die bunte Fotoflut im Straßenbild.'', Kulleraugen Vis.Komm. Nr. 43, Schellerten 2013, {{ISBN\|978-3-88842-043-6}}.</ref> Examples include:
	'''Out of home advertising''' (or '''OOH advertising''') is ] that reaches the consumer while they are outside the home.

			* ]: Aerial advertising includes towing ]s via a fixed-wing aircraft as well as airships like blimps and other airborne inflatables above beaches, events and gridlock traffic.<ref>{{cite web\|url=http://www.oaaa.org/OutofHomeAdvertising/OOHMediaFormats/Airborne.aspx\|title=Outdoor Advertising Association of America, Inc. > About OOH > OOH Basics > OOH Media Formats > Airborne\|first=Outdoor Advertising Association of America\|last=Inc.\|website=www.oaaa.org\|url-status=live\|archive-url=https://web.archive.org/web/20160812175117/http://www.oaaa.org/OutofHomeAdvertising/OOHMediaFormats/Airborne.aspx\|archive-date=2016-08-12}}</ref>
	Out of home advertising is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.<ref name="Outdoor Media Formats">, Outdoor Media Formats</ref>
			* ]: is a new type of mobile advertising in which a bike tows a billboard with an advertising message. This method is a cost-efficient, targeted, and environmentally-friendly form of advertising.{{according to whom\|date=August 2021}}
			* Brochure Distribution: Information displays in public gathering spaces such as transportation centers, lodging facilities, visitor centers, attractions, and retail environments are targeted methods to distribute effective messaging to a targeted audience. This method is slightly different from traditional OOH as the consumer self-selects the messaging material, and can take that message with them.{{Citation needed\|date=August 2021}}
			* ]s: (or Bulletins) are usually located in highly visible,<ref>Chmielewski, Sz., Tompalski, P. (2017). Estimating outdoor advertising media visibility with voxel - based approach. Applied Geography, 87:1-13 (https://dx.doi.org/10.1016/j.apgeog.2017.07.007). Preprint download: {{cite web \|url=https://www.researchgate.net/publication/318744436 \|title=Estimating outdoor advertising media visibility with voxel-based approach (PDF Download Available) \|access-date=2017-10-02 \|url-status=live \|archive-url=https://web.archive.org/web/20171002220053/https://www.researchgate.net/publication/318744436_Estimating_outdoor_advertising_media_visibility_with_voxel-based_approach \|archive-date=2017-10-02 }}</ref> heavy traffic areas such as expressways, primary arterials, and major intersections. In the US bulletins are usually illuminated. The ad artwork, commonly digitally printed on large vinyl-coated fabric membranes, is often "rotated" by the outdoor plant operator amongst several locations in a metropolitan area to achieve the desired reach of the population as defined in the sales contract. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters. This is the largest standard out of home advertising format, usually measuring at 14ftx48ft in overall size.{{Citation needed\|date=August 2021}}
			* ]: Firmly establish brand awareness and generate quick recall with high-profile exposure near point of purchase locations.{{According to whom\|date=August 2021}}
			* Commuter rail display: Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.{{According to whom\|date=August 2021}}
			* ComPark advertising: ComPark is a device used for car park advertising, which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size.{{Citation needed\|date=August 2021}}
			* Gas Station Pump Top Advertising: Printed Signage is inserted into sign holder frames above the Pumps. These are called Pump Top advertising and are generally eye-level height.{{Citation needed\|date=August 2021}} Average dwell time for customers to refuel their vehicle is 3–5 minutes which make this form of advertising very effective to reach automobile drivers.{{According to whom\|date=August 2021}}
			* Inflatable billboard: similar to regular 2D billboard, but imposed on 3D object.{{citation needed\|date=March 2023}}
			* Lamppost banner advertising: Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create promotional awareness.{{Citation needed\|date=August 2021}}
			* ]: Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for ].{{Citation needed\|date=August 2021}}
			* ]: Target local audiences with these billboards, which are visible to vehicular traffic, and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. This is a standardized poster format, typically measuring 12'3" x 24'6"; formally known as a 30-Sheet Poster.{{Citation needed\|date=August 2021}}
			* Premier panel: Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin.{{According to whom\|date=August 2021}}
			* Premier square: Bright top and bottom illumination on a premiere panel provide extra impact after dark.{{According to whom\|date=August 2021}}
			* Street advertising: The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.{{According to whom\|date=August 2021}}
			* Taxi advertising: Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.{{Citation needed\|date=August 2021}}
			* Wallscape: Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide impact in major metro areas.{{Citation needed\|date=August 2021}}
			* Aircraft Advertising: Aircraft advertising includes product or service branding inside and outside the aircraft. This includes wrapping the aircraft with printed SAVs, baggage tag branding, boarding pass branding, tray table branding and more.{{Citation needed\|date=August 2021}}
			* Walking Billboards: These billboards are strapped on to the human shoulder and are carried along the targeted geographic area.{{Clarify\|date=August 2021}} These billboard advertisements are also visible during night.{{Citation needed\|date=August 2021}} It helps the local advertisers as it is very cost effective and can be geographically targeted to a particular area.{{According to whom\|date=August 2021}}

			Other types of non-digital OOH advertising include airport displays, transit and bus-shelter displays, headrest displays, double-sided panels, junior posters and mall displays.
	The OOH advertising industry in the USA includes more than 2,100 operators in 50 states representing the major out of home format categories. These OOH media companies range from public, multinational media corporations to small, independent, family-owned businesses.

			Space advertising, by use of an array of ]s that reflect sunlight, has been evaluated by researchers at the Skolkovo Institute of Science and Technology.<ref>{{Cite web \|last=Berger \|first=Eric \|date=2022-10-05 \|title=Who is ready for a fleet of cubesats flying over cities, displaying ads? \|url=https://arstechnica.com/science/2022/10/russian-space-scientists-have-the-worst-idea-ever-space-based-advertising/ \|access-date=2022-10-05 \|website=Ars Technica \|language=en-us}}</ref>
	== Overview ==
	] advertising is a traditional OOH advertising format, but there has been significant growth in digital OOH (digital billboards and place-based networks) in recent years; for example, about 4,900 digital billboard displays have been installed in the United States.<ref name="Number of Displays">, Number of Displays</ref>

			== Regulations ==
	Traditional roadside billboards remain the predominant form of OOH advertising in the US with 66 percent of total annual revenue. Today, billboard revenue is 73 percent local ads, 18 percent national ads, and 9 percent public service ads.<ref name="OAAA">, OAAA</ref>

			=== United States ===
	Street furniture is made up of formats such as bus shelters, newsracks, mall kiosks, and telephone booth advertising. This form of OOH advertising is mainly seen in urban centers. Additionally, this form of advertising provides benefits to communities, as building and maintaining the shelters people use while waiting for the bus.
			* The states of Vermont, Hawaii, Maine, and Alaska prohibit all billboards.{{Citation needed\|date=August 2021}}
			* The other 46 states permit multiple forms of OOH advertising.{{Citation needed\|date=August 2021}}

			* Billboards are regulated by all levels of government. The regulatory framework, created by the federal Highway Beautification Act (HBA), calls for billboards to be located in commercial and industrial areas. Billboard permits are issued by state and local authorities. Under the Highway Beautification Act, states have strong regulatory powers including the authority to ban billboards.{{Citation needed\|date=August 2021}}
	Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, truckside, food trucks,and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms. Airport advertising, which helps businesses address an audience while traveling, is also included in this category. Municipalities often accept this form of advertising, as it provides revenue to city and port authorities.
			* Most states have taken steps to regulate digital (electronic) billboards, which feature static images that change (typically) every six or eight seconds. In 2007, the Federal Highway Administration (FHWA) issued Guidance to the states regarding regulation of digital billboards. Scenic America challenged the federal Guidance in federal court on procedural grounds. On June 20, 2014, US District Court Judge James E. Boasberg dismissed this case, with prejudice.{{Citation needed\|date=August 2021}}
			* Regulations governing digital billboards prohibit animation and scrolling. Digital billboards are equipped with light sensors to adjust billboard lighting to surrounding light conditions to avoid glare, per the industry code.{{Citation needed\|date=August 2021}}

			=== Brazil ===
	Finally, alternative advertising includes ads in stadiums, on gas pumps, bike racks, rest areas, lunch trucks, inside sports club locker rooms (in the UK) and other non-traditional formats. Alternative advertising provides a way to address consumers in places they may not expect.
			], Brazil, established an almost total outdoor advertising ban in 2006. The ban required that all billboard and banner advertisements be removed and that store signs be greatly reduced in size and prominence.<ref>{{cite web\|title=Sao Paulo: The City With No Outdoor Advertisements\|url=http://www.amusingplanet.com/2013/07/sao-paulo-city-with-no-outdoor.html\|publisher=www.amusingplanet.com\|access-date=13 June 2015\|url-status=live\|archive-url=https://web.archive.org/web/20150511152228/http://www.amusingplanet.com/2013/07/sao-paulo-city-with-no-outdoor.html\|archive-date=11 May 2015}}</ref>

			=== Switzerland ===
	Street furniture, transit, and alternative media formats comprise 34 percent of total outdoor revenue in the US. Some of these formats have a higher percentage of national ads than traditional billboards.<ref name="Pie Chart">, Outdoor Pie Chart</ref>
			The Swiss municipality of ] banned outdoor advertising.<ref>{{Cite news \|date=2024-07-26 \|title=A Swiss Town Banned Billboards. Zurich, Bern May Soon Follow \|url=https://www.bloomberg.com/news/articles/2024-07-26/zurich-bern-consider-billboard-bans-after-vernier-outlaws-visual-pollution \|access-date=2024-10-16 \|work=Bloomberg.com \|language=en}}</ref>

	Lunch truck advertising is placed on industrial lunch trucks that serve the Hispanic, construction, and general population during break, lunch, and dinner.

	The OOH industry includes more than 2,100 operators in 50 states representing the four major outdoor format categories. These outdoor media companies range from public, multinational media corporations to small, independent, family-owned businesses.

	== Digital out of home ==
	Digital out of home (DOOH) refers to dynamic media distributed across placed-based networks in venues including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, and public spaces. DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and/or ]. DOOH media benefits location owners and advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of marketing messages. It is also referred to as Digital Signage.

	The overall industry grew more than 15 percent last year(2010) to $2.1 billion, according to Patrick Quinn, CEO and founder of PQ Media, a Connecticut-based research and consulting firm. Quinn said gas station television is one of the largest and fastest growing segments of that category, based in part on its verifiable audience. With digital TVs in gas stations, nearly 52 million customers are getting snippets of weather, sports highlights, celebrity gossip and commercials with their gas each month, according to Nielsen. The weekly reach is actually larger than most of the prime-time TV shows. The largest company in the space is Gas Station TV with 27.5 million monthly viewers at more than 1,100 stations across the U.S., according to Nielsen.<ref>By Robert Channick, Chicago Tribune
	November 29, 2011, entitled "Networks Compete For Gas Station Viewers</ref> In addition to the large number of viewers, the audience profile of TVs at gas stations is unique. 100 percent are drivers. 76 percent are adults from age 18-49 with a median age of 40 and Median HHI $70k+.<ref>Nielsen Intercept Studies 2006-2011, 2010 Doublebase GfK MRI</ref> According to the Nielsen Intercept Studies, 89 percent of the consumers are engaged and watching TV at the gas station and 88 percent love watching every time they fuel because they have nothing else to do.

	The reason that this category is growing so rapidly is because busy people are typically busy at home and with the introduction and acceptance of digital video recorders, it has diluted the frequency with which traditional television commercials are viewed. Every day more TV viewers are skipping past commercials with their DVRs which in turn has made out-of-home advertising all the more appealing.<ref>Los Angeles Times, May 27, Alana Semuels , Staff Writer "Now showing very near you ..."</ref> A Nielsen media research study in 2009 showed that 91 percent of DVR owners skipped commercials. As a result, traditional TV advertisers are hungry for an effective substitute, and digital out-of-home ads appear to be one of the solutions.

	DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. The availability of inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video messages in Point of Purchase (POP) Displays. The displays allow consumers to get additional information at the moment of decision on a product or service. Growth in the DOOH industry has been increasing in 2009, with more POP manufacturers, advertisers, and content developers moving to digital.<ref>Digital Signage Today</ref>

	== Non-digital out of home ==
	]
	Non-digital out-of-home refers to other types of media distributed across physical spaces.<ref>Hans-Jürgen Tast: ''Immer mit einem Lächeln auf den Lippen! Die bunte Fotoflut im Straßenbild.'', Kulleraugen Vis.Komm. Nr. 43, Schellerten 2013, ISBN 978-3-88842-043-1.</ref> These are:{{Citation needed\|date=May 2010}}

	''']''' - Towing banners overhead of beaches, events and gridlock traffic via a fixed wing aircraft <ref>http://www.sky-messaging.com.</ref>

	''']''' - An airship can provide one of the physically largest out-of-home advertising platforms.

	'''Billboard bicycle''' - ] is a new type of mobile advertising in which a bike tows a billboard with an advertising message. This method is a cost efficient, targeted, and environmentally friendly form of advertising. ]

	'''Bulletin''' - Bulletin billboards are usually located in highly visible, heavy traffic areas such as expressways, primary arteries, and major intersections. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters. This is the largest standard out of home advertising format, usually measuring at 11x48 in overall size.<ref>{{cite web\|last=Saunders\|first=Weston\|title=Billboard Information\|url=http://saundersoutdoor.com/glossary}}</ref>

	''']''' - Firmly establish brand awareness and generate quick recall with high profile exposure near point of purchase locations.

	'''Commuter rail display''' - Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.

	'''ComPark advertising''' - ComPark is a device used for car park advertising; which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have just parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size.

	'''Lamppost banner advertising''' - Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create massive promotional awareness.

	'''Mobile billboard''' - Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for ]. ]

	'''Postcards''' - Free advertising postcards available in venues such as cafes & bars, arts & cultural institutions, universities and high schools. Postcards are taken from a specially designed display unit with signage indicating the postcards are free for the general public to take.

	'''Poster''' - Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. This is a standardized poster format, typically measuring 12'3" x 24'6"; formally known as a 30-Sheet Poster.<ref>{{cite web\|last=Saunders\|first=Weston\|title=Outdoor Advertising\|url=http://saundersoutdoor.com/glossary}}</ref>

	'''Premier panel''' - Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin.

	'''Premier square''' - Bright top and bottom illumination on a premiere panel provide extra impact after dark.

	'''Street advertising''' - The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.

	'''Taxi advertising''' - Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.

	'''Wallscape''' - Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide tremendous impact in major metro areas.<ref>{{cite web\|last=Saunders\|title=Outdoor Advertising\|url=http://saundersoutdoor.com/glossary}}</ref>

	Other types of non-digital OOH advertising include airport displays; transit and bus-shelter displays; headrest displays; double-sided panels; junior posters; and mall displays.

	== Hybrid (digital and not) out of home ==
	]
	Other types of out-of-home advertising include an hybrid set of displays. Those displays combine a mix of non digital, paper for instance, with some technical enhancements like LED lights, mechanical motion inside or even a disruptive interaction with the audience.

	Either being any type of advertising, the most important is people traction towards its targeted audience.

	==Selling billboard advertising space==
	If a private property owner wants to sell advertising space to one of the outdoor advertising companies ('media sellers') he or she directly approaches the company. A media seller may also approach the owner of an interesting property and make a bid. The media seller typically requires a long term land lease due to the expense of erecting a new billboard. The private property owner is generally paid an annual land rent. The media seller erects a structure for displaying the ads and rents out the space to the clients. The world's largest media sellers are ], ], ], ], ], and ].

	==Regulations on out of home advertising==
	Different jurisdictions regulate outdoor advertising to different degrees.

	* In the US, the states of Vermont, Hawaii, Maine, and Alaska prohibit all billboards.

	* The other 46 US states permit multiple forms of OOH advertising.

	* Billboards are regulated by all levels of government. The regulatory framework, created by the federal Highway Beautification Act (HBA), calls for billboards to be located in commercial and industrial areas. Billboard permits are issued by state and local authorities. Under the Highway Beautification Act, states have strong regulatory powers including the authority to ban billboards.

	* Most states have taken steps to regulate digital (electronic) billboards, which feature static images that change (typically) every six or eight seconds. In 2007, the Federal Highway Administration (FHWA) issued Guidance to the states regarding regulation of digital billboards. Scenic America challenged the federal Guidance in federal court on procedural grounds. On June 20, 2014, US District Court Judge James E. Boasberg dismissed this case, with prejudice.

	* Regulations governing digital billboards prohibit animation and scrolling. Digital billboards are equipped with light sensors to adjust billboard lighting to surrounding light conditions to avoid glare, per the industry code.

	==Emerging technologies==
	'''Media fragmentation,''' competition from online media, as well as the need for greater efficiencies in media buying prompted companies to offer billboard inventory aggregation services<ref>http://www.mediabuyerplanner.com/entry/50508/book-a-billboard-aggregates/</ref>
	Interactive services are becoming increasingly more common with the move to digital outdoor advertising, such as allowing the public to connect, share and interact through their mobile devices in particular through WiFi connections.<ref>http://publicdataweb.com/interactive-outdoor/about</ref>

	== See also ==		== See also ==
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	==References==		== References ==
	{{~~Reflist~~}}		{{reflist}}

	==External links==		== External links ==
	* - is a database of all Indoor/Outdoor Advertisements with unique machine-readable identification number.
	*
	*
	* -Find out any out door media in India
	{{Commons category\|Outdoor advertising}}		{{Commons category\|Outdoor advertising}}
			{{Authority control}}

	{{DEFAULTSORT:Out-Of-Home Advertising}}		{{DEFAULTSORT:Out-Of-Home Advertising}}
	]		]

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Outdoor advertising or out-of-home (OOH) advertising includes public billboards, wallscapes, and posters seen while "on the go". OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.

Advertisements are commonly placed by large companies like JCDecaux and Clear Channel Outdoor.

Digital

Digital out-of-home (DOOH) refers to dynamic media distributed across place-based networks in venues including.

Programmatic

Within the DOOH industry, advertisements might be purchased through programmatic platforms. Programmatic platforms ask marketers to specify desired audience characteristics and automatically locate the media vehicles to deliver that audience. These platforms may allow buyers (the demand side) to plan, execute and monitor campaigns across multiple media platforms (the supply side) using a familiar workflow. A major difference between programmatic digital out-of-home (pDOOH) and traditional OOH or DOOH is that programmatic automates the process of buying, selling and delivering inventory across multiple screens with enhanced capabilities. These enhanced capabilities include the creation of measurable, highly targeted campaigns by utilizing geolocation data to activate the best DOOH screens in real-time based on consumer behaviour and audience movement patterns. Additionally, programmatic allows buyers to set specific parameters or conditions (also known as triggers) for a campaign or inventory and unleash the potential to power campaigns with unlimited data sets from a myriad of data sources. Only when the selected conditions are met will an ad or content be served onto the screen.

Printed

Printed out of home refers to static media distributed across physical spaces. Examples include:

Aerial advertising: Aerial advertising includes towing banners via a fixed-wing aircraft as well as airships like blimps and other airborne inflatables above beaches, events and gridlock traffic.
Billboard bicycle: is a new type of mobile advertising in which a bike tows a billboard with an advertising message. This method is a cost-efficient, targeted, and environmentally-friendly form of advertising.
Brochure Distribution: Information displays in public gathering spaces such as transportation centers, lodging facilities, visitor centers, attractions, and retail environments are targeted methods to distribute effective messaging to a targeted audience. This method is slightly different from traditional OOH as the consumer self-selects the messaging material, and can take that message with them.
Billboards: (or Bulletins) are usually located in highly visible, heavy traffic areas such as expressways, primary arterials, and major intersections. In the US bulletins are usually illuminated. The ad artwork, commonly digitally printed on large vinyl-coated fabric membranes, is often "rotated" by the outdoor plant operator amongst several locations in a metropolitan area to achieve the desired reach of the population as defined in the sales contract. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters. This is the largest standard out of home advertising format, usually measuring at 14ftx48ft in overall size.
Bus advertising: Firmly establish brand awareness and generate quick recall with high-profile exposure near point of purchase locations.
Commuter rail display: Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.
ComPark advertising: ComPark is a device used for car park advertising, which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size.
Gas Station Pump Top Advertising: Printed Signage is inserted into sign holder frames above the Pumps. These are called Pump Top advertising and are generally eye-level height. Average dwell time for customers to refuel their vehicle is 3–5 minutes which make this form of advertising very effective to reach automobile drivers.
Inflatable billboard: similar to regular 2D billboard, but imposed on 3D object.
Lamppost banner advertising: Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create promotional awareness.
Mobile billboard: Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for outdoor movie nights.
Poster: Target local audiences with these billboards, which are visible to vehicular traffic, and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. This is a standardized poster format, typically measuring 12'3" x 24'6"; formally known as a 30-Sheet Poster.
Premier panel: Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin.
Premier square: Bright top and bottom illumination on a premiere panel provide extra impact after dark.
Street advertising: The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.
Taxi advertising: Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.
Wallscape: Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide impact in major metro areas.
Aircraft Advertising: Aircraft advertising includes product or service branding inside and outside the aircraft. This includes wrapping the aircraft with printed SAVs, baggage tag branding, boarding pass branding, tray table branding and more.
Walking Billboards: These billboards are strapped on to the human shoulder and are carried along the targeted geographic area. These billboard advertisements are also visible during night. It helps the local advertisers as it is very cost effective and can be geographically targeted to a particular area.

Other types of non-digital OOH advertising include airport displays, transit and bus-shelter displays, headrest displays, double-sided panels, junior posters and mall displays.

Space advertising, by use of an array of small satellites that reflect sunlight, has been evaluated by researchers at the Skolkovo Institute of Science and Technology.

Regulations

United States

The states of Vermont, Hawaii, Maine, and Alaska prohibit all billboards.
The other 46 states permit multiple forms of OOH advertising.

Billboards are regulated by all levels of government. The regulatory framework, created by the federal Highway Beautification Act (HBA), calls for billboards to be located in commercial and industrial areas. Billboard permits are issued by state and local authorities. Under the Highway Beautification Act, states have strong regulatory powers including the authority to ban billboards.
Most states have taken steps to regulate digital (electronic) billboards, which feature static images that change (typically) every six or eight seconds. In 2007, the Federal Highway Administration (FHWA) issued Guidance to the states regarding regulation of digital billboards. Scenic America challenged the federal Guidance in federal court on procedural grounds. On June 20, 2014, US District Court Judge James E. Boasberg dismissed this case, with prejudice.
Regulations governing digital billboards prohibit animation and scrolling. Digital billboards are equipped with light sensors to adjust billboard lighting to surrounding light conditions to avoid glare, per the industry code.

Brazil

São Paulo, Brazil, established an almost total outdoor advertising ban in 2006. The ban required that all billboard and banner advertisements be removed and that store signs be greatly reduced in size and prominence.

Switzerland

The Swiss municipality of Vernier banned outdoor advertising.

References

"Outdoor Media Formats". oaaa.org. Archived from the original on 2009-06-21. Retrieved 2009-07-17.
"What is Programmatic Advertising? | CAASie.co Blog". caasie.co. Retrieved 2021-07-23.
"What is programmatic DOOH?". Broadsign. 27 May 2020. Retrieved 2021-07-23.
"Vol. 1 - What yOOH need to know: DOOH vs pDOOH". www.hivestack.com. Retrieved 2021-07-27.
"Learn the pDOOH basics with Hivestack". www.hivestack.com. Retrieved 2021-07-27.
Hans-Jürgen Tast: Immer mit einem Lächeln auf den Lippen! Die bunte Fotoflut im Straßenbild., Kulleraugen Vis.Komm. Nr. 43, Schellerten 2013, ISBN 978-3-88842-043-6.
Inc., Outdoor Advertising Association of America. "Outdoor Advertising Association of America, Inc. > About OOH > OOH Basics > OOH Media Formats > Airborne". www.oaaa.org. Archived from the original on 2016-08-12. {{cite web}}: |last= has generic name (help)
Chmielewski, Sz., Tompalski, P. (2017). Estimating outdoor advertising media visibility with voxel - based approach. Applied Geography, 87:1-13 (https://dx.doi.org/10.1016/j.apgeog.2017.07.007). Preprint download: "Estimating outdoor advertising media visibility with voxel-based approach (PDF Download Available)". Archived from the original on 2017-10-02. Retrieved 2017-10-02.
Berger, Eric (2022-10-05). "Who is ready for a fleet of cubesats flying over cities, displaying ads?". Ars Technica. Retrieved 2022-10-05.
"Sao Paulo: The City With No Outdoor Advertisements". www.amusingplanet.com. Archived from the original on 11 May 2015. Retrieved 13 June 2015.
"A Swiss Town Banned Billboards. Zurich, Bern May Soon Follow". Bloomberg.com. 2024-07-26. Retrieved 2024-10-16.

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