The advertising market needs media that will not only be well-matched to the recipients, but also will also influence their involvement and DOOH could be characterised by those features.

DOOH, i.e. Digital Out Of Home is an innovative digital communication channel addressed to recipients located outside home. The importance of DOOH systems is essential because it is able to reach with its message virtually, anywhere the recipient is. DOOH systems consist of 2 elements. The first of them – hardware – that is computers, servers and screens enabling communication between devices. The second – software – which is managing published content.

 Advantages of DOOH systems

There are many advantages of using DOOH systems, including:

• mass range of published content
• high frequency of contacts with the advertising message
• direct action (the recipient does not have to initiate the message, e.g. by switching on the television, but is involuntarily encountering the message)
• low costs of reaching a large group of consumers