PULSE: Understanding the power of DOOH in Belgium

Exclusive insights from Bauer Media Outdoor and Kantar

PULSE is a landmark study by Bauer Media Outdoor, conducted with Kantar, that dives deep into how Belgians move, consume media, and perceive digital out-of-home (DOOH) advertising. Based on a nationally representative sample of 1,350 respondents, the study uncovers how DOOH plays a central role in driving real engagement, across all generations.

DOOH is not just an add-on – it’s a core medium

Old assumptions about DOOH being just for younger audiences or a secondary media touchpoint are outdated.

PULSE data shows that:

DOOH reaches all age groups, across regions and demographics
It works as a standalone media channel and as a key pillar in omnichannel campaigns
Its flexibility and real-time capabilities make it ideal for modern marketers looking for relevance and impact

“DOOH is no longer niche. It’s dynamic, inclusive, and drives action across the board,”

^{Baudouin van de Berg, Sales Director at Bauer Media Outdoor.}

How DOOH captures attention – and converts it

PULSE confirms what marketers increasingly observe in practice: DOOH is seen, remembered, and drives action.

78%

of Belgians notice digital screens in public spaces

65%

appreciate DOOH as a format

50%

recall specific ads they've seen

71%

take follow-up actions – such as visiting a store, looking up a brand online, or discussing the message with others

DOOH is not just visible — it stimulates consumer response in the real world and online.

Content quality matters more than ever

Relevance and creativity directly impact DOOH performance. PULSE highlights:

65%

of Belgians value artistic or cultural content on digital screens — showing that DOOH can enhance urban environments and elevate brand perception

64%

say they find location-relevant ads useful — proving that contextual messaging increases engagement

DOOH is not just visible — it’s appreciated when content feels meaningful and well-timed.

Why DOOH is an essential part of any modern media plan

With over 1,100 digital screens and a 51% national reach, Bauer Media Outdoor offers advertisers an unmatched platform to connect with audiences at scale.

From flexible buying options to programmatic capabilities and hyper-local targeting, DOOH is now:

A high-attention digital format
A data-powered tool for precision targeting
A brand-safe environment rooted in real-world trust