By Andrew Newman, CEO at DOOH.com
Once synonymous with traditional billboards and posters, out-of-home (OOH) advertising has transformed into a cutting-edge medium powered by real-time technology. Digital OOH (DOOH) now allows advertisers to instantly update content, tailor messages, and create interactive experiences that were once unimaginable. What was once seen as a secondary advertising medium is now a vital part of omnichannel strategies, offering immersive experiences that engage wide and diverse audiences.
DOOH.com, as part of GroupM, has positioned itself at the forefront of this transformation, creating award-winning, data-driven campaigns that deeply resonate with audiences. As we celebrate our 10th anniversary in 2024, we reflect on our journey and share insights into how we’ve evolved over the past decade, as well as the key factors behind our success.
10 years of innovation
We have always prioritised continuous innovation, not only in the content we produce but also in how we deliver it. By aligning our innovations with the objectives of clients and partners, we’ve ensured that our campaigns make a significant impact, demonstrating how creativity and strategy come together in a competitive industry. Our groundbreaking services, like our Dynamic and Innovation products, have transformed the DOOH advertising landscape, enhancing the way we deliver value to our clients.
As we are recognised for our exceptional production standards and the quality of our creative output and by constantly innovating, I truly believe we have raised the technical bar across all our media owner partners. Of course, this is due to a variety of factors, but as a company, I believe our core values of empowerment, ensuring creativity is at the forefront of anything we do, and, more recently, harnessing our internal expertise.
Employee empowerment
At the foundation of our success is an unwavering dedication to our core values: respect, inclusion, and recognising the unique contributions of every individual. From our early days with a small team to the 28 staff members we have today, we’ve nurtured a culture that values each team member, empowering them to bring forward their best ideas. This approach has built not only a strong sense of camaraderie and accountability but has also driven the creativity and innovation that define us.
Commitment to creativity
In our industry, it can be easy to get caught up and forget what should be at our core: creativity. We aim to offer our employees an atmosphere where they can think freely and feel they can express themselves, which, in turn, drives creativity.
Our integration with GroupM has also only strengthened this commitment to creativity, enabling us to combine our own innovative approach with the extensive resources and industry expertise of GroupM OOH. I firmly believe that this synergy has been central to our ability to consistently deliver groundbreaking work and maintain our position as leaders in the industry.
Harnessing Internal Expertise
Over time, we have evolved from relying on external consultants to leveraging our internal expertise. This shift in perspective has been crucial to our growth, allowing us to refine our approach and lead with confidence. DOOH.com’s leadership, rooted in dedication, mutual support, and commitment, has strengthened our internal community and solidified our position as a leader in the digital OOH space.
The Future of OOH
Looking to the future, OOH advertising will become even more innovative, with hyper-targeted content and increased integration of digital technology in public spaces. As data becomes more precise, OOH screens will deliver personalised messages to specific audiences, making campaigns even more impactful and relevant. Companies like ours will not only have to continually evolve and stay up to date with technology, but we will also lead innovation and keep pushing the industry forward.
A Decade of DOOH.com
Over the past decade, we’ve consistently pushed boundaries, embraced new technologies, and redefined what’s possible in the sector. Our commitment to values like respect, inclusion, and recognising each person’s unique contributions, has fostered a collaborative and creative environment that continues to fuel our growth and impact on the industry. It’s clear a lot has changed over the last 10 years, and to think what is on the horizon in this space is truly amazing—it’s all possible.
