When Digital Out-of-Home Works. And When It Doesn’t

Digital out-of-home (DOOH) has become an increasingly valuable tool in the modern media mix—especially for CPG brands trying to stay top-of-mind at the shelf.

But like any medium, it works best when you understand its limitations and use it with intention.

At Left Hand Agency, we like DOOH. But we don’t treat it like a standalone solution—and we never treat it like digital display.

Here’s what we’ve learned from running CPG campaigns in markets across the country:

When Digital Out-of-Home Makes an Impact

DOOH is particularly effective when:

• Your product has mass appeal and is widely distributed

• Your creative is short, visual, and easy to recall

• It supports a broader campaign across channels like radio, CTV, or Meta

• You can buy near points of purchase like grocery or QSR locations

We've seen strong performance when DOOH is paired with streaming audio or terrestrial radio—where a consumer might hear your brand and then see it moments later on their drive. In some campaigns, we’ve layered mobile retargeting based on ad ID pings, giving the creative additional mileage digitally (even if it’s imperfect).

It’s also worth noting: OOH inventory tends to be more stable in pricing. Political seasons or retail surges don't drive the same volatility you’d see in TV or digital video, making it a solid choice for budget predictability.

But There Are Trade-Offs

Unlike a static billboard, your DOOH creative is in rotation—often sharing space with 8–10 other advertisers. That impacts frequency. If you’re buying across a network of screens instead of specific placements, you’ll likely get broad reach but scattered, low-frequency impressions.

That’s why we typically recommend an 8–12 week flight minimum. Shorter campaigns rarely build enough repetition to move the needle.

DOOH is also a poor fit when:

• The product requires education or heavy explanation

• The target audience is niche or highly segmented

• Creative includes long copy or unclear branding

• Every dollar needs clear, one-to-one attribution

In those cases, programmatic display or targeted video might be more efficient—and offer better tracking.

Not All Digital Out-of-Home is Programmatic—Here’s the Difference

It’s easy to assume that if it’s digital, it must be programmatic. Not true.

Digital OOH simply refers to screens that rotate multiple advertisers and can support things like dynamic creative, quick turnarounds, and dayparting.

Programmatic digital OOH, on the other hand, refers to how the space is bought—through automated platforms that bid on open inventory. While the promise is scale and efficiency, in practice it often just means you’re competing for leftover impressions. It’s rarely optimized in real time in the way programmatic digital or CTV might be.

In theory, programmatic can offer more granular targeting—by geography, time of day, even weather conditions. But in most cases, it's actually more expensive than a traditional direct buy. You may lose visibility into exactly where your ad is running and end up with diluted frequency across too many placements.

If your campaign requires precise location targeting and tight flight windows, programmatic has its place. But if you care about owning specific boards, controlling frequency, or maximizing value, a direct digital OOH buy is usually the better move.

Don’t Ignore Geography

DOOH isn’t a one-size-fits-all solution.

Some markets are saturated with inventory (think Chicago, Atlanta), while others—like Portland—are highly restricted and expensive. We always evaluate regional availability before recommending DOOH.

In some cases, a well-placed static board might deliver more frequency and unlock added value (like bonus weeks) at a comparable price.

And while static boards don’t have the flexibility of digital, they offer one key advantage: consistency. Your message stays up 24/7, which can be especially important in limited-burst campaigns.

If You Want to Test Digital Out-of-Home

Start small and smart. One test market. One holdout market. Match all other variables and use the lift as a directional signal. Just be cautious of “network buys” that promise scale at lower CPMs—they often dilute your presence across too many placements to make an impact.

Whenever possible, we prefer to hand-select inventory, even at a slightly higher cost. The difference in quality—and visibility—is worth it.

Considering DOOH for your next media buy? Let's chat!