Digital out-of-home, often shortened to DOOH, is a modern form of outdoor advertising that uses digital screens instead of printed posters. These screens are placed in high-traffic environments like convenience stores, transit hubs, gas stations, and retail centres, allowing brands to deliver eye-catching messages in real time.
Unlike static billboards, DOOH campaigns can be updated instantly, customized by time of day or location, and measured for performance. It is one of the fastest-growing ad channels in Canada because it combines the reach of traditional out-of-home with the flexibility of digital.
Where Can You See DOOH
Digital out of home ads appear in places where people are physically moving, shopping, commuting, or waiting. Common environments include:
Convenience Stores
Convenience store advertising is placed on screens above coolers, near checkouts and point-of-sale (POS) terminals, or by the entrance to catch attention during high-frequency visits.
Gas Stations
Digital screens installed at pump tops or in attached stores engage drivers during dwell time.
Transit Hubs
Transit hub DOOH advertising occurs on buses, train platforms, and commuter terminals, targeting commuters at key moments during their daily commute.
Government Service Centres
Locations like Drivetest, ServiceOntario, and Alberta Registries allow brands to reach citizens at point of service.
Retail Plazas
Screens in common areas, near food courts, or in high traffic zones deliver impressions where people shop.
What Makes DOOH Different
Flexible Creative
Unlike static posters, DOOH allows you to place programmatic ads that can rotate multiple messages, be triggered by weather or time of day, or include motion graphics.
Real Time Updates
Creative can be updated on the fly across an entire national network or targeted to specific cities or neighbourhoods.
Targeting and Retargeting
Using mobile data, brands can track which devices were exposed to a DOOH ad and retarget them with follow-up messages online.
Attribution and Measurement
Through platforms like Datalytica, advertisers can track the impact of a DOOH ad on store visits, app downloads, or other actions.
Benefits of DOOH Advertising
- Delivers high visibility in contextually relevant locations
- Builds awareness through repeated exposure in daily life
- Allows for creative agility without reprinting costs
- Supports closed-loop reporting with measurable results
- Reaches consumers missed by traditional or digital-only campaigns
Is DOOH Right for Your Brand?
If your audience includes busy shoppers, commuters, or residents of underserved areas, DOOH can be a smart channel. With Adapt Media’s national DOOH network, you can launch digital campaigns across Canada with neighbourhood-level precision and tie every ad to real outcomes.
Whether your goal is to launch a new product, grow brand awareness, or drive foot traffic, DOOH offers a scalable and flexible way to meet Canadians where they are.