Out of home.
Never out of mind.
Digital out-of-home, or DOOH, is advertising on the screens people pass every day: in cafés, gyms, lobbies, stations and shop windows. No one can skip it, block it or scroll past it, and it’s growing nearly three times faster than the $9.46B US out-of-home market around it.1
Bluebird Coffee · 2 min walk
Mornings,
sorted.
Any oat latte $4 until 11am
01The definition
Any ad on a screen in the real world.
Billboards went digital, then shrank. Now they're in the coffee shop, the gym, the barbershop and the hotel lobby. DOOH covers all of it: a digital screen, in a public place, showing ads to the people who walk past.
Same wall. Different century.
Drag the divider. On the left, classic out-of-home. On the right, the same spot as a screen.
Bluebird Coffee · 2 min walk
Mornings,
sorted.
Any oat latte $4 until 11am
MAIN ST. OUTFITTERS
Summer
Sale
Ends June 30
40% off everything in store
Static out-of-home
- Printed, shipped and pasted up by hand
- One message for weeks at a time
- One advertiser owns the whole face
- Audience estimated from traffic counts
Digital out-of-home
- Uploaded from a laptop, live once approved
- Changes by time of day, weather or date
- Many advertisers share one screen's loop
- Every play logged by the player at the screen
Where DOOH lives
If people wait, walk past or linger there, a screen can reach them.
- Coffee shops
- Gyms
- Barbershops & salons
- Transit stations
- Hotel lobbies
- Retail windows
- Bars
- Airports
- Clinic waiting rooms
- Office towers
- Convenience stores
- Restaurants
- Gas stations
- Campuses
- Venues & arenas
02The numbers
A record year, and digital is driving it.
Out-of-home has grown for 19 straight quarters. The digital slice is growing fastest, and audiences like it more than almost any other kind of ad.
US out-of-home ad revenue, 2025
3.6% vs 2024$9.46B
An all-time record, and the 19th quarter in a row that revenue grew year over year.1
Digital’s share of OOH
36.3%
of US out-of-home revenue is now digital. It grew 10.5% in 2025, nearly three times the rate of the market overall.1
Took action
76%
of recent DOOH viewers say an ad prompted them to do something: search, visit, buy or talk about it.2
Search per dollar
26%
of searches prompted by OOH, TV, radio and print came from OOH, on just 7% of the combined spend.5
Favorable view of ads, by medium
People like DOOH ads more than any other ad format measured.
- Digital out-of-home73%
- TV & video50%
- Social media48%
- Online37%
- Audio32%
- Print31%
73% of US adults 18–64 view digital out-of-home ads favorably.2
Programmatic DOOH, worldwide
$1.34B
was spent in 2025 on DOOH bought automatically, by software. That is still only 7% of global DOOH spend, so the shift to automated buying has barely started. The US led with $545.5M.4
7 in every 100 DOOH dollars
03Why it works
Built for the street. Measured like digital.
DOOH keeps what works about physical ads (they're big, they're there, and nobody can skip them) and adds what works about digital: they change fast, react to context, and every play gets counted.
Dayparting
The right ad at the right hour.
DOOH networks can sell a screen by the hour: coffee at 8, lunch at noon, a nightcap at 10. 80% of adults find time-specific food and drink offers useful.2 Elaview doesn’t sell hours yet: an ad plays whenever the venue is open.
Bluebird Coffee · 2 min walk
Mornings,
sorted.
Any oat latte $4 until 11am
Attention
Nothing to skip. Nothing to block.
A screen on the wall plays the whole spot to everyone in the room. None of the online ways out work on it.
Bluebird Coffee · 86°F
Iced cold
brew. $3.
Hot out there. Cold in here.
Proof of play
Counted play by play.
The player at the screen, a Raspberry Pi or Google Onn 4K, reports every completed play. Billing happens after the ad runs, never before.
- 14:03:00Hearth Kitchen15s
- 14:02:45The Velvet Room15s
- 14:02:30Northside Gym15s
- 14:02:15Luma Ramen15s
- 14:02:00Bluebird Coffee15s
Shared screens
One screen, many advertisers.
Screens play a loop of short spots. You buy plays in the loop instead of renting the whole screen, so a small budget can still reach a busy spot.
04From glance to action
A glance becomes a visit.
DOOH doesn't stop at the wall. People pull out their phones, walk in and buy. Here is what the research says happens next.
After the ad
74% of phone users did something on their phone after seeing a DOOH ad.2
Of the people who acted on their phone, this is what they did.
- Searched the brand44%
- Went to the website38%
- Opened its social30%
Follow the crowd
Out of 1,000 adults, 142 bought something after a screen pointed them there.
Directional ads point people to a nearby business. Each rate applies to the step before it, so they can be followed in a chain.2
05How it works on Elaview
Two sides. One screen.
Elaview is a marketplace for DOOH. Local businesses book plays on screens owned by other local businesses, and every play is verified before anyone gets charged.
Transit lobby, 55″ display
$0.15 per play · 7am–10pm
- Step 1
Pick your screens
Browse screens on a map and compare venues, neighborhoods and price per play.
Browse screens$0.12$0.15$0.20$0.09$0.11$0.183 selectedTransit lobby, 55″ display
$0.15 per play · 7am–10pm
- Step 2
Upload your ad
Upload an image sized for the screen. Each file is checked for dimensions, format and size before it can be scheduled.
New creativeBluebird Coffee · 2 min walk
Mornings,
sorted.Any oat latte $4 until 11am
mornings-sorted.png
- 1920 × 1080
- PNG
- 2.4 MB
- 10-second spot
- Step 3
It's checked and approved
Every ad gets a content check and a review before it plays, and each venue can rule out what it never wants on its screen.
Booking statusBluebird Coffee · 2 min walk
Mornings,
sorted.Any oat latte $4 until 11am
In reviewBluebird Coffee
Lobby display · image ad
Nothing plays until it’s approved.
- Step 4
Pay per verified play
Top up a wallet ahead of time. Each play is charged at the screen's rate, and only after the player confirms the ad ran.
WalletAvailable balance
$250.00
Charged only after each verified play
- Waiting for the first play…
06Pricing
Pay for plays, not promises.
Traditional out-of-home sells weeks on a board and estimates who saw it. On Elaview you pay the screen's rate for each verified play. Move the sliders to see the math.
Campaign total
$1,080
for 7,200 verified plays, about $7.20 per screen per day.
Where the money goes
Every cent is for a play that ran. The venues that host our screens get a share of what their screen earns.
Illustrative only. Owners set their own rates, and the plays you actually get depend on each screen’s hours and approvals. You’re charged per play as it happens, never for plays that didn’t run.
07Compare
How DOOH stacks up.
Swipe to compare →
| RecommendedDOOH on Elaview | Static billboard | Online & social | |
|---|---|---|---|
| Can be skipped or scrolled past | No | No | Yes |
| Blocked by ad blockers | Never | Never | About 1 in 3 Americans6 |
| Changing the ad | Upload a new file | Reprint and re-install | Instant |
| How you pay | Per verified play | Flat fee per period | Per impression or click |
| Proof it ran | Every play logged at the screen | Photos and traffic estimates | Reported by the platform |
| Targeting | Screen by screen | Board by board | Audience data |
08Glossary
Speak DOOH.
15 terms shown
- Play
- One complete showing of an ad on one screen. On Elaview, it's the unit you pay for.
- Spot
- One ad's slot in a screen's rotation, usually 10 to 15 seconds long.
- Loop
- The full rotation of spots a screen cycles through before it repeats.
- Share of voice
- Your portion of a loop. Two spots in a six-spot loop is a 33% share of voice.
- Dayparting
- Scheduling ads for particular times of day, like breakfast offers before 11am.
- Proof of play
- A record from the player that an ad actually ran, with when and where.
- Player
- The small computer driving a screen. On Elaview, a Raspberry Pi or Google Onn 4K.
- Creative
- The ad file itself: an image or a video.
- Impression
- One person's likely view of an ad. Out-of-home estimates impressions from audience data instead of counting clicks.
- CPM
- Cost per mille: the price of 1,000 impressions. The standard way to compare costs across media.
- Programmatic DOOH
- DOOH bought automatically through software and auctions instead of by direct deal.
- Place-based media
- Screens inside venues like gyms, bars and clinics, as opposed to roadside billboards.
- Directional ad
- An ad that points people to a nearby business, like “Lunch, two doors down.”
- Frequency
- How many times the same person sees your ad during a campaign.
- Venue
- The place a screen lives. It decides who sees the ad, and when they see it.
09FAQ
Questions, answered.
The things people ask first, whether they're buying screen time or selling it.
What's the difference between OOH and DOOH?
Out-of-home (OOH) is any advertising people see outside their homes: billboards, bus shelters, posters. Digital out-of-home is the part of it shown on screens. It’s 36.3% of US out-of-home revenue, and it grew about three times faster than the total in 2025.1
Who actually sees these ads?
Whoever is in front of the screen: commuters, people waiting in line, gym members between sets. Screens sit in specific venues, so you choose your audience by choosing where you appear and when.
How do I know my ad actually played?
A player device at each screen, a Raspberry Pi or Google Onn 4K, reports every completed play. Your wallet is charged after that report, never before it.
How much does DOOH cost on Elaview?
Each screen has its own price per play, shown before you book. You fund a wallet and you're charged as plays happen, so you can start small and put more behind what works. The calculator above shows how the math adds up.
Is DOOH only for big brands?
No. The biggest out-of-home category in 2025 was legal services, followed by hospitals and clinics and consumer banking. Those categories are full of local businesses.1 Buying by the play also puts premium local screens within reach of a small budget.
Can I control what plays on my screen?
Yes. Tell us what you never want on your screen, like a competitor, and it won't run there. Every ad also gets a content check and a review by our team before it plays.
I run a venue. What do I need?
A TV your customers can see, with a free HDMI port, a power outlet and Wi-Fi. Where we serve, we install a small player for free; anywhere, you can order a kit or set up your own device. We help design your promos for free, and your share of the ad revenue builds up in your dashboard for you to withdraw whenever you like.
What can my ad look like?
A still image, JPG or PNG, shaped to the screen. Every file is checked for dimensions, format and size when you upload it, and every ad is reviewed before it runs.
The street is the screen. Get on it.
Book verified plays on partner screens, or get free screen content for your venue.