DOOH (digital out-of-home)

Unlike a poster, the creatives change and the space is booked by time. Several advertisers share one screen, and their spots run one after another in a loop. Creatives can be swapped at short notice and controlled by time of day, weekday or location. Bookings are made directly with the network operator, through a sales house or automatically through an auction.

DOOH describes the advertising medium, not the device. A screen becomes DOOH as soon as paid advertising runs on it; this requires booking, proof of plays and billing. Operators who want to sell space on their screens should decide early how they will document plays and which advertising they will exclude at their location. Advertising in public spaces may also be subject to its own rules, for example in building law.