You have seen them the Times Square wrap, the airport terminal wall, the gas station pump screen, the gym TV, the digital board above the highway. Digital out-of-home advertising is everywhere, growing fast, and increasingly buyable the same way you buy display. Here is who owns what, where your brand can show up, and how to get in.
The screens with the highest reach, the most prestige, and the biggest audience moments attached to them.
The most-photographed advertising environment on earth. Wrap-around 8K LED walls, 100+ screens across three blocks, 24-hour dwell time, global media amplification. A Times Square buy is not just an outdoor placement it is a press event. Operated by Outfront, Lamar, and independent building owners. Premium direct-buy only.
The fastest-growing DOOH category in the U.S. right now, driven by a wave of federal investment in terminal modernization. Captive audiences with 90-minute average dwell times. Clear Channel operates in 47 major U.S. airports with AI-powered programmatic CPM adjustment in real time.
NFL, NBA, MLB, and MLS stadiums have transformed into premium DOOH zones with immersive LED walls, concourse screens, and jumbotron inventory. Brands appear contextually a beer ad during a playoff game, a car ad during a halftime show. Sold directly through venue operators and sports media networks.
Who owns each format, who the audience is, and how it gets bought.
\14x48 ft LED faces on interstates and highways. Typically 6-8 ads rotating in 8-second intervals. Lamar operates the largest digital billboard footprint in the U.S. with over 4,000 digital faces. Clear Channel's digital network spans all 50 states. Billboards dominate DOOH revenue at 45% of total spend.
Larger than standard billboards, placed at high-traffic highway intersections and near major exits. Premium inventory. Bought directly from operators or programmatically through StackAdapt, Vistar Media, or Place Exchange.
Outfront holds the exclusive contract for the New York MTA the largest urban transit ad network in the U.S. Digital screens in turnstile areas, platforms, and corridors. 3.5 million daily riders in NYC alone. Urban 20-45, skews male, high-frequency exposure.
JCDecaux holds major city contracts including Chicago and major European capitals. Clear Channel operates extensively across U.S. cities. Street-level, pedestrian-facing, dwell time of 3-8 minutes per exposure. Strong for hyper-local targeting by neighborhood.
GPS-equipped LED screens on the roofs of taxis and Uber vehicles that swap creative based on the vehicle's neighborhood in real time. Firefly operates 60,000+ surfaces across 15 U.S. cities generating 10 billion monthly impressions. The ad changes when the car crosses from a residential block into a business district. Premium urban audience that skews affluent and mobile.
Clear Channel operates AI-powered programmatic inventory across 47 U.S. airports, adjusting CPMs in milliseconds based on live passenger demographic data from computer vision sensors. JCDecaux launched the first global airport programmatic offer in 2024 across 30+ DSPs. Average dwell time: 90 minutes. Audience skews 28-55, high income, frequent travelers.
High-dwell, purchase-proximate screens in corridors, food courts, and near anchor tenants. Retail accounts for 27% of total DOOH spend. Controlled environments with measurable foot traffic attribution brands can tie billboard exposure to in-store visits within the same session.
GSTV operates the largest gas station TV network in the U.S. 29,000+ locations reaching 100 million monthly viewers. Captive audience of 3-4 minutes per fill-up. Broad demo with strong regional flexibility. One of the most underrated DOOH formats for CPG, QSR, and auto brands.
VIOOH unlocked 60,000 streaming TV screens in bars and gyms for programmatic ads in January 2026. Affluent, health-conscious 25-45 audience with 45-90 minute dwell times per session. Strong for wellness, supplement, apparel, and financial brands. Programmatically available through major DSPs.
The numbers that make the case for adding out-of-home to a media mix.
Over 70% of global consumers say they notice digital outdoor ads more than static posters. No scroll, no skip, no ad blocker.
80% of consumers say they are likely to take action after seeing a creative or visually engaging OOH ad. The format rewards bold creative.
62% of consumers take action on mobile after viewing a street-level digital OOH ad searching the brand, visiting the site, or using the promo code shown.
Per Guideline, DOOH is growing at 14.5% year-over-year in 2026 nearly 10x the rate of traditional static OOH, which is growing at just 1.5%.
The two ways brands access DOOH inventory in 2026 — from direct deals to fully programmatic.
Floodlight runs DOOH campaigns through StackAdapt and direct operator partnerships across Lamar, Outfront, Vistar, and JCDecaux. If your brand has never been on a physical screen before, we can find the right entry point and measure what it actually drove.
We match your audience profile to the right screen types, operators, and markets. Highway for reach, airport for affluent travelers, gym for health-conscious 25-45, retail for purchase proximity.
We run programmatic DOOH through StackAdapt alongside CTV and display so your brand appears across screens digital and physical in a single coordinated campaign.
Foot traffic lift, mobile retargeting after DOOH exposure, and campaign-level attribution. You see whether the Times Square board or the airport terminal drove more site visits.