What is interactive DOOH?
Interactive DOOH is a type of advertising that uses Digital Out of Home (DOOH) display screens to facilitate audience interaction. There are multiple options for brands to connect with their consumers in this way, with the technology offering almost unparalleled creative freedom.
The outdoor advertising world is currently undergoing a transformation, with Digital Out of Home projected to overtake more traditional formats in terms of ad spend. While digital displays are the leading force behind this transition, interactive DOOH is often argued to be the future of Digital Out of Home itself.
Interactive billboards and other displays offer advertisers an intrinsically engaging platform to communicate via. By encouraging audience participation, brands can create opportunities for data capture and cross-channel activation.
Exploring interactivity in advertising
In the current online age, consumers have become accustomed to interacting with their favourite brands. Whether it’s commenting on a social media post or entering an email prize draw, there’s a reason why contact is a constant: interaction works.
The CMI reports that interactive content increases engagement by 66%, helping to draw customers into the top of the funnel. On top of that, it creates a memorable experience for the customer, improving brand recall and making them more likely to interact further down the funnel.
Interactive DOOH applies this principle to digital signage, just in a less crowded space than the online landscape. Interactive adverts are also possible with traditional Out of Home (e.g. with the inclusion of a QR code on a billboard) and can be very effective, but DOOH offers greater variety and flexibility.
Types of interactive DOOH
One of the most rewarding aspects of interactive DOOH is the breadth of ways in which interaction can be forged. Here are some of the most common.
Interactivity may be one of the latest Digital Out of Home trends, but don’t let that fool you. Far from being a passing fad, the format’s unique capabilities mean that its popularity is likely to only improve with time.
When interwoven with other DOOH features, such as dynamic content and programmatic buying, interactive DOOH provides endless possibilities to ensure that the right people see the right message at the right time.
To find out more about the opportunities presented by interactive DOOH and how they can aid your brand, please get in touch with us now.
Touch
Touchscreens transform a static advert into an engaging, two-way experience. By allowing people to actively participate, brands can create memorable interactions that go beyond simple exposure. For example, estate agents might use touchscreen ads to let users browse local property listings, while retailers can showcase product ranges, promotions, or loyalty sign-ups in real time. Gamified content is another powerful option, encouraging audiences to play and share their results, which increases both engagement and dwell time. With their ability to capture data and provide instant feedback, touch-enabled DOOH campaigns are a highly effective way to connect with consumers on a deeper level.
By linking DOOH screens with social media platforms, brands can extend the conversation beyond the physical space and into the digital world. Campaigns can encourage audiences to post with a branded hashtag, upload photos, or share opinions, with selected content displayed live on-screen. This creates a sense of community and excitement, as people see their contributions featured in real time. For marketers, it’s also a smart way to boost reach online while driving footfall and attention offline. Whether it’s showcasing live event updates, fan content, or user-generated stories, social media integration makes DOOH more dynamic, participatory, and shareable.
Motion tracking
Motion tracking makes DOOH interactive by responding directly to audience movements. Cameras and sensors can detect gestures or proximity, triggering playful on-screen reactions. From characters mirroring actions to games activated by a wave or step closer, the result is an engaging and memorable brand experience that captures attention and encourages sharing.
Augmented reality (AR)
AR-powered DOOH blends the digital and physical worlds to create immersive brand experiences. By scanning a screen or poster with their smartphone, users can unlock virtual content such as 3D animations, product try-ons, or interactive games. This not only adds an element of surprise and delight but also extends engagement beyond the ad itself, driving deeper interaction and brand recall.
Physical/digital hybrid
Hybrid activations combine real-world objects with digital screens for a more tactile form of interaction. Audiences might pull a lever, press a button, or step onto a platform to trigger changes on screen, or use a touchscreen to control a physical installation. These builds blur the lines between traditional and digital OOH, creating standout experiences that draw attention and invite participation.
What are the benefits of interactive DOOH?
Increased engagement
Interactive DOOH invites the audience to stop and interact, rather than just observe as they pass by. This naturally boosts engagement, but the benefits don’t stop there. The immersive experiences and gamification made possible by the medium help to maintain engagement throughout interactions and provide more memorable encounters.
Brand differentiation
Interactive DOOH is still a new and exciting form of advertising. Consumers are generally curious when given the chance to interact with the relatively unknown, which is one of the reasons why interactive DOOH is so effective at enthralling audiences. Connecting emotionally with them in this way gives brands the power to stand out from their competitors
Two-way value add
People are more willing to share personal information when they’re receiving value in return. The participation and personalisation offered by interactive DOOH provide just that – value for the audience. In return, advertisers get the opportunity to continue the conversation, capture data and learn more about their audience’s behaviour.
Better analytics
When audiences actively participate in advertising, they generate additional data points for advertisers to learn from. As more detailed analytics are gathered, valuable insights into audience preferences and behaviours become clear. This then helps inform decision-making and optimisation when it comes to future campaigns
Cross-channel activation
Interaction provides a unique way for advertisers to integrate their DOOH campaigns with other channels. Audiences can be incentivised to follow a brand on social media or sign up for an email newsletter in exchange for an immediate ‘reward’.
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