Why Are Major Brands Shifting from Traditional Advertising to DOOH/FOOH?

Written By Hoang Anh Nguyen

The advertising market is experiencing a profound shift toward immersive visual experiences. From my observations, I've witnessed the remarkable rise of Digital Out-of-Home (DOOH) and Fake Out-of-Home (FOOH) advertising. This shift represents not just a passing trend but a necessary evolution for brands seeking to connect with modern consumers.

Traditional advertising's dominance is waning. TVCs struggle as viewers increasingly avoid advertisements, as shown by declining TV viewership. Static billboards, while still providing coverage, can't match the flexibility and interactivity that define digital communication.

DOOH has emerged as a vital solution—not just another advertising format, but a smart marketing tool seamlessly integrated into urban life. Unaffected by ad blockers, it naturally captures attention and drives significant growth in outdoor advertising revenue.

The power of DOOH lies in its dynamic nature. Based on real-world implementation, DOOH content adapts instantly to real-time conditions, location, weather, and viewer interactions. Take McDonald's London campaign—its temperature-responsive content drove measurable increases in reach and revenue. AI-enabled DOOH also offers detailed campaign analytics that traditional billboards simply can't provide.

FOOH represents a genuine breakthrough in outdoor advertising. Through CGI and VFX, it opens limitless creative possibilities, delivering "virtual yet real" advertising experiences. Maybelline's 2024 FOOH campaign perfectly illustrates this viral potential. FOOH elevates advertising into an art form—creating unique experiences that spark viral moments and forge lasting brand impressions.

My strategic consulting work with brands and agencies has shown that combining DOOH and FOOH creates particularly powerful results. FOOH delivers the initial "wow effect," generating attention and social media buzz. DOOH then maintains the narrative, expanding reach and engagement. Together, they form a robust outdoor advertising ecosystem that maximizes communication impact.

The DOOH and FOOH market shows remarkable momentum. Research and Markets projects the global DOOH market will reach tens of billions of dollars soon. Major technology companies' investments—like Coca-Cola's pioneering 3D Naked Eye displays in Times Square—further validate DOOH and FOOH's enormous potential.

To stay competitive in this transformation, brands must embrace the DOOH/FOOH arena. By moving beyond traditional advertising constraints and focusing on compelling, interactive experiences, they can innovate effectively. DOOH and FOOH aren't mere advertising tools—they're gateways to a new communication era, enabling brands to forge deeper customer connections and establish market leadership.

Reference

  • Campaign Live. (2023). McDonald's uses weather-responsive DOOH to boost sales.

Hoang Anh Nguyen

A team that is passionate, dynamic and energetic with the idea of visualizing imagination

https://www.freakymotion.com
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