The evolution of OOH

Out-of-home (OOH) advertising has come a long way from hand-painted posters and static billboards. In today’s media mix, it’s a data-driven, dynamic, and measurable channel that plays a critical role in brand building and driving real-world impact.

In this article, we explore the history, rise of digital OOH (DOOH), and how programmatic out-of-home (pOOH) is changing the game for advertisers. Whether you’re a marketing manager or CMO, understanding the evolution of OOH advertising can help you build smarter, more effective campaigns.

A Brief History of OOH Advertising

Out-of-home advertising has been part of the urban landscape for nearly two centuries. It began in the 1830s with the first large-format posters used to promote circuses, evolving into an industry standard by the early 20th century.

By 1891, the Associated Bill Posters’ Association, now known as the Out of Home Advertising Association of America (OAAA), was formed to regulate and promote best practices in outdoor advertising. Over time, billboards, transit signage, street furniture, and large-format posters became key tools for brands looking to capture public attention at scale.

The Digital Transformation: Rise of DOOH

The early 2000s marked the beginning of digital out-of-home (DOOH). Large digital billboards began replacing static displays, offering advertisers the ability to serve multiple messages, daypart their creative, and update campaigns in real time.

Today, DOOH formats include:

• Digital billboards and street furniture
  
  
• Transit screens in trains, buses, and stations
  
  
• Retail, airport, and office tower networks
  
  
• 3D and immersive LED installations
  
  

These formats allow for visually striking creative and dynamic messaging that adjusts based on time, weather, location, or audience data.

Programmatic OOH: A Game Changer

Perhaps the biggest leap in OOH’s evolution is the rise of programmatic out-of-home (pOOH).

Much like digital media buying, programmatic OOH enables brands to:

• Buy inventory in real time based on audience data
  
  
• Set targeting rules based on demographics, geolocation, weather, or time
  
  
• Optimise campaigns with performance analytics
  
  
• Retarget audiences across channels (e.g. mobile or audio)
  
  

This automation adds agility and transparency to OOH media buying, giving marketers more control while reducing wastage. It also enables campaign strategies that bridge online and offline, boosting full-funnel impact.

Why OOH Advertising Still Matters in 2025

In an era of ad blockers, digital fatigue, and declining third-party cookies, OOH remains one of the few guaranteed ways to reach audiences in the real world.

Here’s why brands are investing more in OOH:

• High reach and visibility: Especially in urban and high-traffic areas
  
  
• Brand building: Ideal for awareness, perception, and long-term equity
  
  
• Complementary impact: Works well alongside TV, mobile, audio, and online channels
  
  
• Trust and memorability: 56% of consumers trust OOH more than digital display ads (source: Nielsen)
  
  

OOH also drives digital engagement. QR codes, NFC tech, and contextual triggers can direct viewers to a website, app, or offer.

Working with Australia’s Leading OOH Providers

At Bench Media, we work with all major out-of-home providers in Australia, giving our clients access to the full spectrum of inventory across roadside billboards, transit, retail, street furniture, and digital networks.

Thanks to our established relationships and media buying power, we’re able to negotiate competitive rates and secure premium placements that align with your audience and objectives.

We partner with leading OOH vendors including:

• oOh!media
  

• JCDecaux
  

• QMS
  

• GoTransit
  

• TorchMedia
  
  

We also activate and optimise programmatic DOOH campaigns through industry-leading platforms like Vistar Media, The Trade Desk and Perion (formerly Hivestack DSP)

This broad access ensures we can build customised, data-led OOH strategies that combine scale, creativity, and performance, whether you’re targeting commuters in metro hubs or audiences in regional centres.

What’s Next for OOH?

Out-of-home is no longer a static, traditional format. It’s now:

• Data-driven: With audience measurement and targeting capabilities rivaling digital media
  
  
• Sustainable: Many media owners are adopting green practices like solar-powered panels and energy-efficient LEDs
  
  
• Integrated: With marketers increasingly using OOH as a performance channel alongside programmatic display, video, and mobile
  
  
• Immersive: Innovations like 3D billboards and augmented reality are turning heads and generating organic social reach
  
  

OOH is also gaining renewed relevance as part of post-cookie strategies, offering contextual placements and privacy-safe targeting.

Why You Should Reconsider OOH in Your Media Mix

At Bench Media, we’ve seen first-hand how smart OOH campaigns drive real business outcomes. From high-impact brand awareness to location-based retail foot traffic, modern OOH is a powerful tool when used strategically.

We help brands:

• Identify the right formats and locations
  
  
• Execute programmatic OOH buys with precision
  
  
• Measure impact through geo-lift, brand studies, and retargeting
  
  
• Integrate OOH with digital, audio, and video campaigns for full-funnel success
  
  

Here are some examples of the differences between traditional Out-of-Home buying and Digital Out-of-Home:

Planning

Execution

Reporting

Final Thoughts

OOH has evolved from painted signs to real-time, data-informed media. As attention becomes harder to earn, brands that harness the creative and targeting power of modern OOH will stand out in a fragmented media world.

Want to unlock the full potential of OOH?

Get in touch with our team to explore how out-of-home can drive results for your next campaign.