Usage and Lessons of Advertising Screens in Major Cities Worldwide

To talk about street advertising today, we must first understand DOOH. DOOH (Digital Out-Of-Home) advertising is a modern form of out-of-home media that replaces traditional billboards, posters, and banners with digital screens. This technology has a high impact in capturing attention through visuals, videos, motion graphics, and even interactive content.

In today’s fast-paced information era, digital outdoor screens are more than just ad delivery tools—they serve as carriers of culture, information, and innovation within the urban landscape. Major global cities such as New York, Tokyo, London, and Seoul demonstrate how effectively these screens can be used, offering us valuable lessons in both strategy and execution.

Most Successful Use Cases

📍 Japan – 3D Screens at Shibuya, Tokyo. Tokyo is one of the world’s leading hubs for advanced digital street screens. The 3D motion screens located at Shibuya Crossing are particularly notable for fully immersing the viewer’s senses. For instance, during the Pokémon 3D campaign, viewers didn’t just stop to watch—they recorded videos, shared them on social media, and spread the virtual experience to others. This is a perfect example of not just selling a product, but selling an experience.

📍 North America – Times Square, New York. Times Square is home to some of the highest-traffic digital billboards in the world, with an estimated 1.5 billion people viewing its ads annually. However, the success lies not only in the location but also in the interactive formats used. For example, during a Netflix film campaign, the screen broadcasted live and allowed real-time interaction—turning passive viewers into engaged participants.

📍 United Kingdom – Streets of London. Smart screens at public transportation stops in London serve not only as advertising platforms but also as public information sources. They display real-time traffic updates, weather forecasts, and emergency alerts. As a result, people are drawn to the screens by choice, not just by chance, increasing their overall engagement.

📍 South Korea – COEX K-Pop Square, Seoul. The massive LED screen at Seoul’s COEX

K-Pop Square goes beyond brand advertising. It hosts cultural events, public campaigns, and even government announcements. Its content is often tailored to youth interests—merging digital art, animation, and branding to create immersive, culturally relevant experiences.

Mongolia’s Situation

Vexa Solution is working to bring world-class digital out-of-home advertising (DOOH) to Mongolia. We are partnering with offices, shopping centers, restaurants, pubs, and various venues to install our 32-inch advertising screens. Our goal is to contribute to the visual landscape of Ulaanbaatar while providing small and medium-sized businesses with greater opportunities to reach the public through accessible advertising platforms.

Conclusion and Lessons...

Digital outdoor screens are no longer just tools for promoting products—they are innovative channels for engaging with consumers. From the experiences of major cities worldwide, it’s clear that when location, content, and technology are successfully combined, a digital screen can transform into a city's “living media.”

✅ Consumer-Centric Content is Key: Instead of traditional "ads," it’s essential to offer engaging, experience-driven content that resonates with the audience’s attention and emotions.

✅ Strategic Placement Matters: High-footfall areas, transportation hubs, and service centers are the most effective locations for maximum impact.

✅ Innovation and Interactivity are Crucial: Technologies like QR codes, AI cameras, and motion sensors help foster real-time interaction with users, greatly enhancing engagement.

✅ Public and Private Sector Collaboration is Needed: In some cities, governments regulate advertising standards and content to ensure a balance between commercial, cultural, and public information spaces.