DOOH explained
Digital out of home advertising
Digital out of home, or DOOH, is advertising on digital screens outside the home: roadside billboards, screens in shopping centres and stations, and mobile LED vans. Here is how it works and what it costs.
What DOOH means
Out of home advertising, or OOH, is any advertising people see outside their home: billboards, bus sides, posters at stations and screens in shopping centres. Digital out of home, usually shortened to DOOH, is the share of that running on digital screens rather than printed posters. Digital now accounts for most UK out of home spend, because screens can change creative instantly, run video and be bought by the hour or by audience rather than by the fortnight.
The main DOOH formats in the UK
- Digital roadside billboards. Large LED screens on main roads, usually a digital 48 sheet or bigger, showing several advertisers in rotation.
- Digital 6 sheets. Screens at bus shelters, in shopping centres and on high streets.
- Rail, Underground and airport screens. High dwell time audiences on the move.
- Retail and leisure screens. Supermarkets, gyms, petrol stations, pubs and shopping malls.
- Landmark screens. Piccadilly Lights and the big city centre banners.
- Mobile digital billboards. LED advertising vans and trailers that take the screen to the audience rather than waiting for the audience to pass.
How DOOH is bought
Larger campaigns are increasingly bought programmatically, where an agency sets an audience, a budget and the hours it wants to appear and the screens are bought automatically across networks. Smaller advertisers usually book direct with a media owner or a specialist agency, choosing screens, dates and a share of the rotation. Either way you are normally paying for a share of each screen's time, often a 10 second slot in a loop of six advertisers, and the price is set by the audience each screen is expected to reach.
What digital billboard advertising costs
Digital roadside slots in Northern cities were being quoted at around £335 to £450 per site per week in 2026, with London roughly 40 to 45% higher. A five site, four week digital campaign came in at about £6,700 to £9,050 in the North and £12,000 to £16,300 in London. City centre and landmark screens cost a great deal more. Prices are usually before VAT and exclude artwork. Our billboard advertising cost guide compares every format.
Where a mobile LED van fits in a DOOH plan
A digital advertising van is DOOH that moves. It is bought by the day rather than by the slot, it carries only your advert rather than a share of a rotation, and it can be sent to exactly the streets, venues and times you care about. That makes it a useful addition when a plan needs presence in places the screen networks do not reach, such as a specific high street, an event entrance, a stadium on match day or a town with no digital sites at all. Agencies also use vans to add street level impact to a launch that is already running on the networks.
Our twin sided LED van is £595 a day with a driver, fuel and route planning included, based in Liverpool and covering the UK. We can supply timed route logs and photos for your campaign report.
Questions
What does DOOH stand for?
DOOH stands for digital out of home: advertising on digital screens outside the home, such as digital billboards, screens in shopping centres and stations, and mobile LED vans.
Is a digital advertising van classed as DOOH?
Yes. It is a digital out of home format that moves. Agencies usually book it alongside screen networks when they need a presence in specific places or at specific times that fixed screens cannot provide.
Can you provide proof of posting for a campaign report?
Yes. We can supply timed route logs and photos of the van in place so you can show clients where and when the creative ran.