{"id":5511,"date":"2023-05-04T12:34:19","date_gmt":"2023-05-04T12:34:19","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/"},"modified":"2026-05-18T13:25:42","modified_gmt":"2026-05-18T11:25:42","slug":"digital-outdoor-advertising-dooh-what-is-it","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/","title":{"rendered":"DOOH advertising: evolution and current context"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Have you ever seen the acronym DOOH? And have you heard about digital outdoor advertising? Don't worry! Today we tell you a little about what it consists of and why this type of advertising is being talked about so much. But first, we leave you an idea of what this blog post is going to consist of with two images of the most iconic locations for this type of advertising:<\/span><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/#%C2%BFQue_es_el_DOOH_%C2%BFCuales_fueron_sus_origenes\" >What is DOOH and what were its origins?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/#Tipos_de_formatos_para_hacer_publicidad_DOOH\" >Types of DOOH advertising formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/#Y_ahora_%C2%BFcomo_posicionamos_nuestra_publicidad_Modelos_de_compra_y_planificacion\" >And now, how do we position our advertising? Buying and planning models.&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/#%C2%BFQue_es_una_campana_sin_su_medicion_y_metricas_de_control\" >What is a campaign without its measurement and control metrics?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/#1_Metodologias_para_la_medicion_de_las_audiencias\" >1. Audience measurement methodologies&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/#2_Principales_metricas_en_la_publicidad_DOOH\" >2. Main metrics in DOOH advertising.&nbsp;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/publicidad-exteriores-digital-dooh-que-es\/#%C2%BFHacia_donde_va_la_publicidad_exterior_digital\" >Where is digital outdoor advertising heading?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_DOOH_%C2%BFCuales_fueron_sus_origenes\"><\/span><span style=\"font-weight: 400\">What is DOOH and what were its origins?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Digital outdoor advertising, also known as DOOH (<\/span><i><span style=\"font-weight: 400\">digital-out-of-home<\/span><\/i><span style=\"font-weight: 400\">) is nothing more than the progress that has been made in what we used to know as outdoor advertising or OOH.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Specifically, it is defined as <\/span><b>a type of advertising site where messages are reproduced in digital format in outdoor spaces<\/b><span style=\"font-weight: 400\">, This will impact users who are on the street or in places such as shopping malls.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Thanks to the digitization of advertising media, the <\/span><a href=\"https:\/\/www.geotelecom.es\/en\/chat-gpt-what-is-uses-and-limitations\/\"><span style=\"font-weight: 400\">artificial intelligence<\/span><\/a><span style=\"font-weight: 400\"> and the reduction in the cost of screen components, large companies are using DOOH advertising to optimize their strategies to get closer to their target and thus strengthen their brand image and notoriety.\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Given the boom that is being seen in terms of advertising investment, as predicted by <\/span><a href=\"https:\/\/iabspain.es\/estudio\/estudio-de-inversion-publicitaria-en-medios-digitales-2023\/\"><span style=\"font-weight: 400\">the IAB in its report <\/span><i><span style=\"font-weight: 400\">2nd Wave Study of Advertising Investment in Digital Media (IAB Spain)<\/span><\/i><\/a><span style=\"font-weight: 400\">, We will tell you here today how this advertising is positioning itself and which are the most used tools at international level to achieve the objectives set by the market players.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tipos_de_formatos_para_hacer_publicidad_DOOH\"><\/span><span style=\"font-weight: 400\">Types of DOOH advertising formats<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Currently, DOOH advertising is being carried out both in <\/span><b>spaces <\/b><b><i>outdoor <\/i><\/b><b>or outdoors<\/b><span style=\"font-weight: 400\">, as it is the street itself, as in <\/span><b>spaces <\/b><b><i>indoor <\/i><\/b><b>or interiors<\/b><span style=\"font-weight: 400\">, These are those associated with shopping malls or airports, among others.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Within these two advertising possibilities <\/span><i><span style=\"font-weight: 400\">digital out-of-home<\/span><\/i><span style=\"font-weight: 400\">, we can highlight <\/span><b>different advertising formats<\/b><span style=\"font-weight: 400\"> that can be used by brands to tailor their campaigns and penetrate their target audience. Like traditional outdoor advertising, we can find furniture and billboards where the digitized content of the screens makes it unique.\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Likewise, in DOOH advertising, there are also formats known as digital billboards that can be seen in indoor and interactive digital spaces that allow the user to perform dynamics with the screen itself, supported by <\/span><b>touch or QR code tools<\/b><span style=\"font-weight: 400\">.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Beyond this type of formats, which are a clear evolution of traditional sites thanks to the implementation of digitization, there are many digital screens of different sizes where you can implement this type of advertising. We leave here a TOP summary of our colleagues from IAB Spain!<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Y_ahora_%C2%BFcomo_posicionamos_nuestra_publicidad_Modelos_de_compra_y_planificacion\"><\/span><span style=\"font-weight: 400\">And now, how do we position our advertising? Buying and planning models.&nbsp;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Although there is a wide variety of advertising formats, when talking about digital advertising, it is important to highlight the following ones. <\/span><b>different types of advertising placement purchases<\/b><span style=\"font-weight: 400\"> and how we can position an advertising campaign in a certain place.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">In general, DOOH advertising has undergone and is undergoing a major evolution of purchasing methodologies, also partly due to this <\/span><b>privacy regulation<\/b><span style=\"font-weight: 400\"> and the cookie policy on users. Currently, we have gone from working with a traditional buying model where the well-known circuit or unit purchases stand out to dominate programmatic as the main way to buy DOOH advertising placements. This type of programmatic buying is known within the digital outdoor advertising industry as <\/span><b>pDOOH<\/b><span style=\"font-weight: 400\">.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">The pDOOH seeks, through automation and the use of advanced data, <\/span><b>generate a real-time purchase of advertising space<\/b><span style=\"font-weight: 400\"> to impact users at specific times and contexts so that the result of the campaign is more precise, towards more targeted users. <\/span><i><span style=\"font-weight: 400\">audience centric<\/span><\/i><span style=\"font-weight: 400\">, where omnichannel can be enhanced and the purchasing model is more standardized. Currently, there are more and more advanced DSPs where segmentation possibilities are varied and oriented to the achievement of objectives aligned with brand strategies.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_una_campana_sin_su_medicion_y_metricas_de_control\"><\/span><span style=\"font-weight: 400\">What is a campaign without its measurement and control metrics?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Every campaign must be measured based on KPIs (you know, what is not measured cannot be improved). We tell you about different methodologies to do so:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Metodologias_para_la_medicion_de_las_audiencias\"><\/span><span style=\"font-weight: 400\">1. Audience measurement methodologies&nbsp;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">With the advancement and digitization of outdoor advertising and programmatic support, <\/span><b>brands can nowadays resort to more advanced methodologies<\/b><span style=\"font-weight: 400\"> for audience development and more advanced content strategies.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Now we see how the movement of people, supported by the location of APPs and technological advances, allow us to know the behavioral patterns and <\/span><b>define key locations<\/b><span style=\"font-weight: 400\"> to impact the user who is part of the objective target. In addition, elements such as the location of the media, the orographic layout or the visibility of the advertising sites, allow for greater precision when choosing the media where you are most likely to reach your target.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">In this way, we can see how we can find DOOH advertising strategies oriented to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Weather conditions at the location<\/b><span style=\"font-weight: 400\">How would you feel if I told you that this campaign was conditioned to the weather in the city? If the temperature exceeded a level of \u00baC, an ice cream was displayed to encourage the user to buy it!<\/span><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Location and location<\/b><span style=\"font-weight: 400\">. in the campaign you see below, the company was able to synchronize its reservations to the point that if there were free spaces it would impact users near the restaurant to generate interest in going to eat there.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Data on human behavior<\/b><span style=\"font-weight: 400\">The message was personalized to capture the attention of the user who was waiting at the bus shelter, by synchronizing the public transport timetable.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Sociodemographic aspects of the users who travel in these areas and at specific times.<\/b><span style=\"font-weight: 400\">In this last example, the campaign appeared at peak hours when it was known that the target audience would be passing through the area. In this case, its target audience was families and young people, since it was promoting an amusement park.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Principales_metricas_en_la_publicidad_DOOH\"><\/span><span style=\"font-weight: 400\">2. Main metrics in DOOH advertising.&nbsp;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">In this type of campaign, as in any other advertising campaign,<\/span><b> data is the key <\/b><span style=\"font-weight: 400\">to be able to interpret, analyze and assess their viability and operation.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">For this reason, DOOH advertising can also measure a series of elements that are fundamental for subsequent decision making. Specifically, the most relevant within this marketing practice are the following:&nbsp;<\/span><b><\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Brand health.&nbsp;<\/b><\/li>\n\n\n\n<li><b>Foot traffic.&nbsp;<\/b><\/li>\n\n\n\n<li><b>Increased sales.&nbsp;<\/b><\/li>\n\n\n\n<li><b>Device ID Passback.<\/b><\/li>\n\n\n\n<li><b>Web activity and conversions<\/b><span style=\"font-weight: 400\">.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">But how are these metrics classified? Here is the main classification with a summary of those that, for us, are key and differential within digital outdoor advertising.&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Metrics oriented <\/span><b>issue<\/b><span style=\"font-weight: 400\">.&nbsp;<\/span>\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Dwell time<\/span><span style=\"font-weight: 400\">. This is what is known as the time in which an individual is in the visible exposure zone to see the advertisement on the outdoor advertising medium.&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Sot (Share of Time)<\/span><span style=\"font-weight: 400\">. It is the percentage of time that an advertising campaign occupies over the total time available to appear in that medium.&nbsp;<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Metrics oriented <\/span><b>audience<\/b><span style=\"font-weight: 400\">.<\/span>\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Impression multiplier<\/span><span style=\"font-weight: 400\">. As the IAB points out, this metric refers to the number of impacts generated by a playout. That is, it informs the buyer exactly how many impacts are delivered in a single ad playout. This is one of the metrics that shows the difference in the measurement of this type of digital marketing tools compared to others.&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">OTS<\/span><span style=\"font-weight: 400\">. It refers to the number of times a user, or the audience itself, has the opportunity to view the advertising campaign over a period of time.&nbsp;<\/span><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Metrics oriented <\/span><b>conversion<\/b><span style=\"font-weight: 400\">. Within these metrics, the most interesting one is the one related to the <\/span><span style=\"font-weight: 400\">drive to web or drive to app<\/span><span style=\"font-weight: 400\">, which specifically refers to the percentage of users who visit the website or app after being impacted by digital outdoor advertising.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Broadly speaking, some of the most noteworthy aspects that have been obtained thanks to the metrics available in outdoor digital advertising are the fact that thanks to these campaigns the CTR on mobile devices has increased and also that the increase in ROI is an obvious fact thanks to the strategies for capturing leads or traffic to the physical store of DOOH campaigns.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFHacia_donde_va_la_publicidad_exterior_digital\"><\/span><span style=\"font-weight: 400\">Where is digital outdoor advertising heading?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Many are the specialists who see how this type of advertising is expected to grow in the coming years to the point of recovering and surpassing investment levels that were made before the pandemic, <\/span><b>growing by more than 10% by 2026<\/b><span style=\"font-weight: 400\">.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">IAB Spain, as well as Programmatic Spain, have already indicated that digital outdoor advertising is the future and that to be successful, the creativity of the campaigns must go hand in hand in their marketing strategies, constituting one of the pillars for DOOH.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">In addition, thanks to advances such as artificial intelligence or the <\/span><b>3D creative development<\/b><span style=\"font-weight: 400\">, In this way, brands will be able to develop much more segmented campaigns, optimizing investment and developing content with greater impact and conversation among the public.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">We will see how this type of digital marketing advances and where it can go thanks to its integration with programmatic buying. If you're really interested in this type of marketing strategy and think it could be interesting for your business, don't hesitate to check out the <\/span><a href=\"https:\/\/iabspain.es\/estudio\/libro-blanco-digital-out-of-home-dooh\/\"><span style=\"font-weight: 400\">White Paper prepared by IAB Spain<\/span><\/a><span style=\"font-weight: 400\"> with the best guidelines! And we at <a href=\"https:\/\/www.geotelecom.es\/en\/\">Geotelecom<\/a> We can also give you personalized advice on the different strategies you can adopt to grow your brand.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">For the time being, we also leave you here <\/span><a href=\"https:\/\/www.hivestack.com\/case-studies\/LEGO\/\" rel=\"nofollow\">a LEGO brand success story<\/a><span style=\"font-weight: 400\">, which together with the company specialized in the sector Hivestack managed to exceed expectations and was awarded in 2022 by the NC Award as the campaign with the best integration in terms of entertainment.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">REFERENCES<\/span><i><span style=\"font-weight: 400\">&nbsp;<\/span><\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">\u201c<\/span><\/i> <i><span style=\"font-weight: 400\">2nd Wave Study of Advertising Investment in Digital Media\u201d, IAB Spain (<\/span><\/i><a href=\"https:\/\/iabspain.es\/estudio\/2a-ola-estudio-de-inversion-publicitaria-en-medios-digitales\/\"><i><span style=\"font-weight: 400\">https:\/\/iabspain.es\/estudio\/2a-ola-estudio-de-inversion-publicitaria-en-medios-digitales\/<\/span><\/i><\/a><i><span style=\"font-weight: 400\">);<\/span><\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">\u201cA guide for audience targeting in digital out of home\u201d, Sage+Archer, Vistar Media (<\/span><\/i><a href=\"https:\/\/sage-archer.com\/\"><i><span style=\"font-weight: 400\">https:\/\/sage-archer.com\/<\/span><\/i><\/a><i><span style=\"font-weight: 400\">);<\/span><\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">\u201cAudience &amp; Targeting Strategies for DOOH\u201d, Vistar Media (<\/span><\/i><a href=\"https:\/\/www.vistarmedia.com\/blog\/vistar-media-dooh-audience-targeting\"><i><span style=\"font-weight: 400\">https:\/\/www.vistarmedia.com\/blog\/vistar-media-dooh-audience-targeting<\/span><\/i><\/a><i><span style=\"font-weight: 400\">).<\/span><\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Have you ever seen the acronym DOOH and heard of digital outdoor advertising? Don't worry! Today we'll tell you a little bit about what it is and why this type of advertising is being talked about so much.<\/p>","protected":false},"author":42,"featured_media":6444,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"class_list":["post-5511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publicidad DOOH: evoluci\u00f3n y contexto actual - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/digital-outdoor-advertising-dooh-what-is-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicidad DOOH: evoluci\u00f3n y contexto actual - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"\u00bfAlguna vez hab\u00edas visto las siglas DOOH? \u00bfY has o\u00eddo hablar sobre la publicidad exterior digital? \u00a1No te preocupes! Hoy te contamos un poco en qu\u00e9 consiste y por qu\u00e9 se est\u00e1 hablando tanto de este tipo de publicidad.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/digital-outdoor-advertising-dooh-what-is-it\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-04T12:34:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-18T11:25:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-69.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"DOOH advertising: evolution and current context - Geotelecom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.geotelecom.es\/en\/blog\/digital-outdoor-advertising-dooh-what-is-it\/","og_locale":"en_US","og_type":"article","og_title":"Publicidad DOOH: evoluci\u00f3n y contexto actual - Geotelecom","og_description":"\u00bfAlguna vez hab\u00edas visto las siglas DOOH? \u00bfY has o\u00eddo hablar sobre la publicidad exterior digital? \u00a1No te preocupes! Hoy te contamos un poco en qu\u00e9 consiste y por qu\u00e9 se est\u00e1 hablando tanto de este tipo de publicidad.","og_url":"https:\/\/www.geotelecom.es\/en\/blog\/digital-outdoor-advertising-dooh-what-is-it\/","og_site_name":"Geotelecom","article_published_time":"2023-05-04T12:34:19+00:00","article_modified_time":"2026-05-18T11:25:42+00:00","og_image":[{"width":400,"height":400,"url":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-69.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#article","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/"},"author":{"name":"","@id":""},"headline":"Publicidad DOOH: evoluci\u00f3n y contexto actual","datePublished":"2023-05-04T12:34:19+00:00","dateModified":"2026-05-18T11:25:42+00:00","mainEntityOfPage":{"@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/"},"wordCount":1933,"commentCount":0,"image":{"@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#primaryimage"},"thumbnailUrl":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-69.jpg","articleSection":["Marketing Online"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/","url":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/","name":"DOOH advertising: evolution and current context - Geotelecom","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#primaryimage"},"image":{"@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#primaryimage"},"thumbnailUrl":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-69.jpg","datePublished":"2023-05-04T12:34:19+00:00","dateModified":"2026-05-18T11:25:42+00:00","author":{"@id":""},"breadcrumb":{"@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#primaryimage","url":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-69.jpg","contentUrl":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/cabecera-69.jpg","width":400,"height":400},{"@type":"BreadcrumbList","@id":"https:\/\/www.geotelecom.es\/blog\/publicidad-exteriores-digital-dooh-que-es\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.geotelecom.es\/"},{"@type":"ListItem","position":2,"name":"Publicidad DOOH: evoluci\u00f3n y contexto actual"}]},{"@type":"WebSite","@id":"https:\/\/www.geotelecom.es\/#website","url":"https:\/\/www.geotelecom.es\/","name":"Geotelecom","description":"Digital Marketing Agency","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.geotelecom.es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"","url":"https:\/\/www.geotelecom.es\/en\/blog\/author\/"}]}},"_links":{"self":[{"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/posts\/5511","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/comments?post=5511"}],"version-history":[{"count":4,"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/posts\/5511\/revisions"}],"predecessor-version":[{"id":9768,"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/posts\/5511\/revisions\/9768"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/media\/6444"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/media?parent=5511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/categories?post=5511"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.es\/en\/wp-json\/wp\/v2\/tags?post=5511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}