In recent years, outdoor advertising has undergone a radical transformation thanks to Digital Out of Home (DOOH). This evolution of traditional outdoor media combines the power of physical spaces with the precision and flexibility of digital technology, offering brands and advertisers a unique opportunity to connect with their audiences in real time and in relevant contexts.
DOOH refers to advertising on digital screens located in physical spaces such as streets, shopping malls, gyms, airports, stadiums, or transportation hubs. Unlike traditional OOH (static billboards), DOOH allows dynamic ads, creative updates in seconds, and audience targeting based on location, weather, time of day, or consumer behavior.
Some benefits of this type of advertising include:
- Guaranteed and non-intrusive visibility: captures attention in real-world environments without interrupting the user experience.
- Advanced targeting: leveraging data such as geolocation, traffic, weather, and time of day.
- Accurate measurement and optimization: real-time metrics.
- Flexibility: campaigns that can be activated and adjusted dynamically.
- Sustainability: eliminates the need for physical prints and reduces logistical times.
DOOH Worldwide and in Latin America
The global DOOH market surpassed USD 16.7 billion in 2023, with projections indicating sustained growth driven by programmatic advertising and integration with technologies such as AI, big data, and augmented reality.
In 2024, DOOH generated approximately USD 340.7 million in Latin America, and it is expected to reach USD 580 million by 2030 (CAGR 8.8%). According to Statista, it will reach USD 618 million in 2025 and grow to USD 819 million by 2029. Brazil and Mexico lead the market, but countries such as Argentina, Chile, Peru, and Uruguay are beginning to adopt DOOH as a core part of their advertising strategies.
The Challenge: Measurement and Standardization
One of the main challenges in the sector is moving toward unified and transparent measurement models that reflect not only reach but also impact on sales, web traffic, and synergy with other media. DOOH should be integrated as a key element in omnichannel strategies, not treated as an isolated channel.
Conclusion
DOOH is not just the digital evolution of outdoor media: it is the convergence of the physical and digital worlds, capable of delivering visual impact, smart targeting, and measurable results. Its sustained growth worldwide and in Latin America confirms that it is one of the most promising trends in modern advertising, poised to transform how brands connect with their audiences.
