The following report was prepared and published by our sister platform SPEEDA—April 2024.

Advertising takes place through multiple platforms, including digital (computer and mobile), television, radio, and out-of-home (OOH). OOH advertising refers to any form of static print advertising outside of the home such as via billboards, posters and transport (e.g. subways, buses) and accounted for roughly 5% of global advertising spend in 2022. A progression of OOH is the introduction of Digital Out-Of-Home (DOOH) which uses digital images and videos in OOH advertising, offering more room for creativity and flexibility in ad delivery.

DOOH utilises digital screens that are located in places where they have the highest chances of being viewed by the target audience; e.g. shopping malls, airports, or buildings that have in-built digital displays. The buying of advertising space (known as ad inventory) takes place manually where media owners offer their ad space directly to advertisers. DOOH ads are played at pre-programmed intervals across the day and cannot be varied based on factors such as demography, time of day or weather. Therefore, DOOH ads (and by extension OOH) do not have control over whom the ads are viewed by and the most relevant customers at a given period of time may not be reached.