Out-of-home (OOH) has always been a powerful channel for brands looking to make an impact, delivering a level of visibility that can’t be scrolled past or skipped. For years, this was primarily achieved through geographic targeting, using factors like zip codes, proximity to store locations and high-traffic areas to reach large audiences. This foundation still drives the medium’s success, but the rise of digital out-of-home (DOOH) has added new capabilities to the mix.
With DOOH, marketers can plan smarter campaigns based on where people are, who they are, where they go and when they’re most likely to engage.
Download the full case study to learn how Nestlé Perrier’s DOOH campaign achieved a +13% lift in purchase intent here.
Data-driven DOOH adds precision to scale
A common misconception is that data limits DOOH’s reach or inflates costs. In reality, it enhances what makes it powerful. For marketers already using DOOH, but hesitant to explore audience targeting, the shift isn’t about trading reach for relevance—it’s about making each impression count. With data, you can move from:
- Reaching by location → to meeting audiences moment to moment
- Static placements → to dynamic, time-based delivery
- Broad reach → to measurable outcomes
Read the full case study on how Hawaiian Airlines turned stormy days into sunny getaways with DOOH here.
How to apply the right data in DOOH
Data elevates foundational planning. Whether you're reaching tourists in Times Square or commuters in Chicago, the goal is the same: show up in the real world when it matters most.
To help get you started, here are three effective data-driven targeting strategies in DOOH:
Point-of-interest (POI) targeting
Perfect for driving local action, POI targeting uses proximity to real-world locations—like stores, airports or gyms—to reach people near conversion zones. Whether you're opening a new location or promoting a time-sensitive offer, POI targeting helps you show up when and where it matters most. This type of targeting is powered by partners like Foursquare.
Audience targeting
When your message is more about the person than the place, audience targeting, powered by partners like Epsilon, PlaceIQ, Eyeota and Datonics, can help you reach specific consumer segments based on behaviors, affinities and intent. These audiences are built using anonymized third-party data, and can also be layered with your own first-party data for more precision and personalization.
Weather triggers
For products and services influenced by weather, this tactic brings real-time conditions into your targeting strategy. Whether it’s showcasing cold-weather getaways or allergy relief, you can activate or adapt your messaging based on what your audience is experiencing in the moment. This type of targeting is powered by trusted data from The Weather Channel, helping brands stay relevant and responsive.
Each of these strategies lets you tailor campaigns more precisely—whether that’s by location, persona, or timing.
Smarter targeting leads to better outcomes
By aligning delivery with real-world movement and intent, DOOH becomes a more deliberate part of your media mix. When you use data targeting in your campaigns you not only have more control over who sees your message, but when and where your ad is displayed.
When used thoughtfully, data brings out the best of both worlds: the reach and presence of traditional OOH, with the precision of digital.
Why targeting turns DOOH into a strategic advantage
DOOH already delivers unmatched visibility and scale. But with the addition of data, it evolves into a smarter, more strategic tool. By layering in audience insights, marketers can treat DOOH as an accountable, results-driven channel that supports goals across the funnel—from awareness to conversion.
When you align targeting with real-world impact, DOOH goes from a good idea to a proven driver of results in your omnichannel mix.
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