Luxury Brands Embrace DOOH

The fashion and beauty sector accounted for the largest share of digital outdoor advertising sales in 2024 (20%), according to Luxury Tribune, which highlights DOOH as a new form of creative expression strategically tied to premium locations.

A Powerful Lever

While premium brands have long invested in outdoor advertising, the rise of interactive and immersive technologies offered by DOOH has unlocked new creative possibilities that luxury brands value highly, according to Amaury Laurentin, founder of Marketing Insight in Paris.
Major U.S. fashion capitals remain top choices, such as the Clock Tower at Los Angeles International Airport (LAX), previously the centerpiece of a Bulgari campaign.
Additionally, other iconic and prestigious locations continue to meet luxury brands’ expectations — including Kensington in London (designed by renowned architect Zaha Hadid) and Patrick Jouin’s high-end digital displays at Paris-Charles de Gaulle Airport. For example, JCDecaux has partnered with Chanel for over 40 years.
With consistent growth, DOOH has not only revitalized outdoor advertising but has also become an essential channel for luxury brands seeking visual impact, premium placements, and emotional connections with urban audiences — staying true to their commitment to quality while remaining at the forefront of advertising innovation.