When we talk about outdoor advertising, many people think of the billboards they come across on a road trip or the bus shelters where they wait before going to work. However, all this is long behind us. Outdoor advertising is undergoing a radical change, going from static and not very personalized to dynamic and immersive.

This digitization has strengthened the advantages that this advertising format already brought, such as the fact that it is the one that requires the least effort on the part of the public to be observed. Compared to other formats, such as television, the press or the radio, simply by going out to carry out any activity you will be bombarded with posters, screens, canopies, banners, etc.

And it has also managed to reduce the shortcomings it had, such as the lack of attention from the public, the staticity and little personalization of the message. Before, in this type of advertising, you could only capture simple and easy-to-capture content in a short time, since there was a great lack of interest in them. The passivity on the part of the pedestrian decreases due to the creativity that today is reflected in the displays that we can see on the street.

Some formats in which DOOH has been consolidated are:

• Interactive screens: either by the movement of the viewer or by the use of touch screens, today they are very common, being present in shopping centers or bus stops. This type of display prompts the user to touch the screen to obtain more information, to perform an action or change depending on the distance from the passerby.

• Location-based advertising: thanks to geolocation, screens can display advertising based on the specific place in which they are located. Thus, they can be used to identify nearby stores and advertise them on their screens.

• Personalization of advertising: screens that recognize age, gender or other characteristics are beginning to be used to personalize advertising depending on the people who pass near the display.

• 3D immersive screens: in terms of immersion, it is one of the most outstanding. They immerse the viewer in the advertising experience and leave no one indifferent. Thus, the passive role of the passerby who was commented on is eliminated, giving him a leading role in the publicity act.

As we can see, it is a format that has been able to grow around digitization and technological advances, combining with them to be able to evolve towards the creation of new experiences and opportunities within the advertising sector.