DOOH: The Must-Have Strategy in Today’s Marketing Budget

marketing880320
Sep 22
3 min read

When allocating marketing budgets, businesses often focus on traditional digital channels such as online advertising, television, and social media. However, one of the fastest-growing and most powerful channels for capturing consumer attention in the physical world is Digital Out-of-Home (DOOH) advertising.

According to Statista (2024), the global DOOH market is projected to grow at an average annual rate of 11%, reaching nearly USD 18 billion by 2025. This surge reflects how brands are increasingly recognizing the value of DOOH and strategically incorporating it into their budgets.

The Power of Strategic Location

The true value of DOOH lies not only in the size of the screen but also in the strategic placement of displays.

For instance, research in London shows that screens located near underground stations are viewed by an average of 1.7 million people per day (Route Research, UK).
Similarly, in Mongolia, large screens placed around Sukhbaatar Square are estimated to reach 50,000–70,000 daily viewers. This means a single location can generate hundreds of thousands of impressions in a short time.

For marketers, DOOH is more than just about brand visibility—it creates opportunities to connect with target audiences where they are most present.

Smart Technology and Data-Driven Solutions

Modern DOOH is no longer limited to static images. It has evolved into a dynamic, data-driven advertising system.

Weather-based targeting: When it rains, ads for raincoats or umbrellas are automatically displayed.
Time-sensitive scheduling: During the morning rush hour, coffee shop ads appear, while in the evening, cinema promotions take over.

5 Global Examples of Smart DOOH Campaigns

Coca-Cola – Times Square (USA)
Coca-Cola launched the world’s largest 3D animated billboard in New York’s Times Square. More than just an “advertisement,” it created a brand experience that encouraged people to take photos and share them on social media, significantly boosting consumer engagement.
PepsiCo – Dynamic Weather Ads (USA)
PepsiCo used real-time weather data to adapt its ads. On hot days, “Ice Cold Pepsi” would automatically appear, while different messages were displayed during rainy conditions. This dynamic DOOH campaign increased brand recall by 28% (Nielsen, 2023).
Nike – London Marathon (UK)
During the London Marathon, Nike installed DOOH screens along the race route that displayed personalized messages. As runners passed by, screens would show phrases like “Go, Sarah!”—creating a motivational and personalized experience that brought the “Just Do It” slogan to life.
McDonald’s – Day & Night Menu (France)
In France, McDonald’s leveraged DOOH to deliver time-specific content. Breakfast menus were promoted in the morning, burger sets during the day, and coffee & desserts in the evening. By aligning ads with consumer needs throughout the day, sales performance improved.
Netflix – Stranger Things 3D Billboard (Japan)
To promote a new season of Stranger Things in Tokyo, Netflix used a 3D billboard that made monsters appear to leap out into real life. The campaign generated a viral effect, with millions of shares across social media platforms.

These examples show that DOOH is not just advertising—it is a strategic tool for enhancing consumer engagement, brand experience, and long-term value. Mongolian businesses, too, can learn from these cases. By smartly integrating DOOH into their budgets, they can significantly boost both brand growth and sales performance.

Allocating the Budget Wisely

Insights from international practices reveal that:

On average, companies allocate 10–20% of their total marketing budget to DOOH.
This creates an omnichannel effect when combined with social media, TV, and other platforms, leading to stronger influence on consumer behavior.

Even in Mongolia, small and medium-sized businesses are already seeing results. 👉 For instance, one coffee shop combined its social media launch campaign with a two-week DOOH activation in the city center. As a result, it achieved 1.5 times its target sales in the very first month.

Key Takeaways for Marketers

Digital Out-of-Home (DOOH) advertising is not merely a tool for “visibility”—it is an investment in meeting your target audience at the right place and at the right time.

When integrated strategically with other channels in your marketing budget, DOOH can deliver:

✅ Greater brand awareness
✅ Stronger consumer trust
✅ Expanded sales opportunities

Conclusion

For marketers, DOOH is not an additional expense but an essential strategic component. In other words, it is the smart way to deliver the right message, at the right time, in the right place, ultimately driving measurable growth in your brand’s value.