The growth of digital signage has been rampant since the early 2000s and this growth is now being fueled with technological advancement and smart city initiatives taking place globally. This is giving rise to many forms of digital OOH screens each with its own unique audiences & selling point. It is believed that by 2025 the total screen volume would be close to 15Mn.

Although in the current scenario the OOH industry may be moving at a slow pace but as things bounce back to normal & with stable audience movement, DOOH will serve as a critical component to the omnichannel media mix. The resurgence of the medium is well underway and should be back on track within the upcoming months.

We’re all aware of some of the basic forms of Digital out of screens that include digital billboards, spectaculars, street furniture, video walls, and other placed based digital screens. However, with growing demand for this medium newer forms of digital out of home screens are emerging across markets. While some of these forms are a technological upgrade to existing screens, others are a whole new category for brands to explore.

New Kids on the Block.

Mobile DOOH screens are the latest addition to the gamut of DOOH screens. These typically include digital taxi signage and in some cases DOOH vans/ trucks with larger real estate.  The selling point of this as a medium is that you can take the ads to where your audience is and reach out to them only in locations you think are apt for your brand. 

Taxi DOOH screens can be purchased programmatically, making it even more reliable with an added layer of data-driven ad serving and real-time tracking.

Showroom Display Panels/ Screens are a series of TV units displayed at electronic showrooms. This enables brand to create a sequential impact on audiences using a large of number screens rendering concurrent ads across every single panel.  This form of advertising is fairly new and can be executed programmatically.

Audio Video enabled DOOH screens are those that combine two of the strongest senses i.e. sight and sound to deliver the brand message. Adding sound, sight, and touch elements can create an even more powerful, fully immersive multi-sensory experience. Brands enhancing campaigns with the use of one or more senses are more successful in grabbing audience attention as they bring in an element of surprise and add a unique dimension to OOH advertising.  

Traditional Formats with a Modern Spin

Interactive screens allow users to do more than simply watch ads are now being considered vastly for their novelty and engagement quotient.  Mirroring the modern day smart phones these screens allow users to complete actions and interact with the brand ads, leaving behind a high recall value.

Programmatic Digital OOH screens are like any other screens in appearance but with the added advantage of data and technology. These screens can render dynamic ads synced with context, audience availability, and time of the day. The upgrade allows such screens to access demand from digital advertisers as well which isn’t an option for traditional DOOH screens. All screen mentioned above can be enabled programmatically as well. 

Lemma is the largest online digital out of home network with over 100K screen connected globally.  To understand how these latest forms of DOOH screens can be accessed using Lemma you may write to us at –