From billboards to connected screens

In a recent article in The Drum, Jason Adamski, Director of the IAB Media Center, explores how data, measurement, and the power of space are driving a new era of growth in advertising and turning DOOH into one of the most resilient and fastest-growing channels.

A quiet evolution

According to the expert, while attention shifted to other areas (like mobile, social media, and streaming), DOOH expanded into what it is today: an essential component of out-of-home advertising, with contextual and measurable data in the media mix; a complete ecosystem of connected screens acting as digital access points that can respond to time, weather, audience movement, and proximity.

For Adamski, that flexibility is what makes Digital Out-of-Home one of the most resilient and fastest-growing channels, with new and improved measurement frameworks, but also with precision and purpose. In the digital age, the physical environment remains crucial. The locations of DOOH ads have emotional and cultural impact—something data can help quantify and leverage.

Challenges ahead

As marketers seek measurable, safe, and contextually relevant ways to reach people—and as data becomes more interoperable—DOOH stands out for its ability to connect digital intelligence with real-world presence. Moreover, when linked with first-party data, it can evolve from a traditionally mass-broadcast medium into one capable of closed-loop measurement.

Therefore, it will be essential to work toward meeting privacy standards and guidelines. But as the IAB executive explains, with responsibility, DOOH can become a fundamental part of the omnichannel strategy.