Digital out of home advertising (DOOH)

Digital out of home advertising (DOOH) is advertising shown on digital screens in public places, reaching people when they’re out in the real world, not when they’re scrolling at home. At RoofAds, we deliver DOOH through rooftop LED displays on cars, so your message can move through the areas you select: Key streets, neighborhoods, and corridors where customers live, shop, and commute.

Here are a few common DOOH examples (including what we do at RoofAds):

• Digital billboards along highways and major roads
• Transit screens in stations, buses, rideshare zones, and commuter areas
• Retail and venue screens in shopping areas, bars, gyms, and entertainment districts
• Vehicle‑mounted screens (our specialty): rooftop LED advertising that travels through local hotspots

DOOH vs OOH: what’s the difference?
OOH (out‑of‑home advertising) is the broad category that includes static placements like traditional billboards, posters, and signage. DOOH is the digital version of OOH, which means creative can be scheduled, rotated, and updated more easily. RoofAds lives in the DOOH category, because we run digital ads on moving rooftop displays, not printed signs.

A lot of people hear “DOOH” and assume it means “any ad outside” or even “mobile ads.” DOOH has a specific meaning in industry definitions: it’s advertising on digital screens in public environments.

DOOH is:

• Ads on digital screens people see in public (on streets, in venues, in retail areas, and in transit environments)

• Designed for fast readability and repeated exposure

• Great for local awareness, brand recognition, and promotion timing

• Often paired with simple response tracking like QR codes, short URLs, and promo codes


DOOH is not:

• Ads shown on personal devices (phones, tablets, laptops) like social ads, display ads, or in‑app ads

• Static signage like printed posters or permanent painted signs

• A “click-based” channel by default (DOOH drives real‑world attention first, then response)


At RoofAds, we stay focused on what DOOH does best: real‑world visibility that builds local awareness, delivered through rooftop LED screens that people notice while they’re already out and about.

DOOH works because it combines the impact of outdoor advertising with the flexibility of digital. At RoofAds, we use these core characteristics to help advertisers run campaigns that are simple, local, and memorable.

Key features we rely on in RoofAds campaigns:

• Digital screens (not static signs)

  Our rooftop LED displays are bright, dynamic, and designed to be seen in real traffic.

• Creative updates and scheduling

  Because it’s digital, DOOH lets you run a time‑sensitive offer, swap creative, or refresh your message without re-printing anything. We use scheduling to match your campaign window and goals.

• Context and timing that make sense in the real world

  DOOH performs best when the message fits where and when people see it (commutes, lunch rush, weekends, event nights). We help you plan campaigns around real movement patterns and local demand.

• A variety of placements (and movement)

  DOOH isn’t one screen in one place. With RoofAds, your placement is mobile, your ad travels across neighborhoods and corridors, expanding reach beyond a single fixed location.


If you’re used to online ads, DOOH can feel refreshingly straightforward: we help you get seen offline, and then track response with clear, practical signals.

DOOH performance measurement doesn’t have to be complicated. At RoofAds, we encourage advertisers to choose one primary goal and track it with a simple setup that matches how people actually respond after seeing an ad in the real world.

DOOH measurement checklist (what we recommend)

• Dedicated landing page

  Use a campaign-specific page (or URL path) that matches the message on the screen. We recommend a page that loads fast, repeats the offer, and makes the next step obvious.
• Short URL + UTM tracking

  Use a short, readable link (easy to type) and track traffic with UTM parameters so you can see visits clearly in analytics.
• QR code best practices

  If you use a QR code, make it:
  * Large enough to scan quickly
  * High contrast with a clear quiet zone (space around it)
  * Paired with a backup short URL (for anyone who doesn’t scan)
• Promo code tracking
  
Create a unique promo code tied to the campaign (example: ROOF10). Track redemptions online or at checkout so you can quantify response.
• Brand search lift

  Many DOOH campaigns create a “I saw that – let me Google it” effect. Track branded searches and direct traffic during the campaign window compared to the weeks before.
• Store visits signals (if you already track them)
  
If you have a method to observe foot traffic, like POS trends, appointment volume, direction requests, or in-store “how did you hear about us” prompts, we can help you line up timing so you can compare lift during the campaign.

Where RoofAds mobile DOOH runs

We plan campaigns to show your message in high‑value areas such as:

• Main road corridors and commuter routes

• Shopping zones and business districts

• Neighborhoods with strong local customer density

• Event hotspots (weekends, festivals, grand openings, seasonal traffic)

What kinds of businesses RoofAds fits best

RoofAds is designed for businesses that win when “more local people know we exist,” including:

• Restaurants, bars, coffee shops, and local retail

• Gyms, studios, clinics, salons, and local services

• Home services, real estate, and professional services

• Event promoters, venues, and seasonal campaigns

• Agencies running location-based awareness for clients

  Typical campaign lengths we recommend

There’s no single “perfect” duration, but here’s what tends to work well:

• 3–7 days: event weekends, short announcements, tight promos

• 2–4 weeks: strong starting point for local awareness + repetition

• 6–12 weeks: best for brands that want consistent presence and recall


We usually recommend starting with a focused run, then scaling once your offer and creative prove they’re getting attention.