Digital outdoor advertising (DOOH) is growing rapidly - and not without reason. Screens are becoming more numerous, technology more precise and buying models more flexible. The result is a channel that combines the physical visibility of traditional outdoor with the flexibility and power of digital media.

According to the Media Agency Association's Media Barometer, outdoor advertising grew by as much as 33 per cent at the start of 2025. And the growth? It's largely happening digitally. IRM confirms that DOOH now accounts for the majority of the outdoor category.

"We're seeing a marked increase in demand for digital outdoor. It's all about flexibility, control and the ability to be there when it matters.

- Kathrine Raknerud, Sales Manager at Bauer Media Outdoor

A channel for all of Norway - that reaches real people

Static Outdoor is still holding its own as the channel's "milk and bread" - with high demand and broad coverage. But it is DOOH that is the engine of further growth. With the ability to manage campaigns based on time, place and context, outdoor advertising becomes something more than just visibility - it becomes smart and situational communication.

Bauer Media Outdoor's digital offering, Play, has good national coverage and makes it possible to reach the whole of Norway - from Lindesnes to the North Cape. The network is particularly strong in the big cities, where competition for attention is greatest.

With a dominant presence in the cityscape above ground in the Oslo region, as well as placements both at street level and in shopping centres, you get access to a wide and varied audience throughout the day and in different modes.

Why DOOH should be part of your media mix

For many advertisers, DOOH has become an essential part of an effective and modern media strategy. It's not just about being seen, it's about being relevant, timely and flexible - and achieving high coverage.

Here are some of the benefits:

✅ Flexibility - switch and customise messages on the fly
✅ Contextual relevance - control impressions based on time, place and weather
✅ Coverage throughout Norway - with a focus on major cities
✅ Varied audience - street and shopping centre covers the entire lifestyle
✅ Fast activation and good test culture - especially through programmatic buying

Programmatic DOOH: Easy activation, high precision

An important part of the digital DOOH offering is the possibility of programmatic buying - a buying method that gives you the same flexibility and precision as in display and video, and makes it easy to activate and optimise campaigns in real time.

Lars Bruto, Programmatic Sales Manager at Bauer Media Outdoor, works closely with advertisers who want to utilise the channel more effectively and dynamically.

"You can be extremely precise and at the same time visible on a large scale. There are few other channels that offer that combination.

- Lars Bruto, Programmatic Sales Manager at Bauer Media Outdoor

With programmatic DOOH you can:

• Activate campaigns in minutes
• Control impressions based on time, location, weather and audience data
• Test, optimise and scale with no minimum requirements
• Use the same strategy nationally and locally - including in airports

Bauer Media Outdoor's programmatically accessible screens cover both Norway's largest shopping centres and Norway's four largest airports: Oslo, Bergen, Trondheim and Stavanger.

Digital outdoor = visibility with substance

DOOH isn't just a visual surface - it's a strategic channel. It gives you the opportunity to meet the consumer on the move, in the moment, and in a context that reinforces the message. When you combine this with the flexibility of programmatic buying, you get a channel that both builds brand and creates impact.

DOOH is about being visible when it counts. You get both the power of the large format and the flexibility of digital

- Kathrine Raknerud, Sales Manager at Bauer Media Outdoor