How Brapex Publicidad exterior delivers innovative DOOH across Lima
As the lines blur between out-of-home and online digital advertising, publishers are increasingly fielding demands for greater immediacy and pressure to create more innovative offerings for buyers. Investment in new tech can take a company so far in meeting these demands, but it takes careful planning and a dedication to service to take these aspirations to their fullest conclusions.
From its origins introducing new DOOH formats to Lima in 2014 through to today, Brapex Publicidad Exterior has achieved those goals. Today, it is known for offering a standout experience and excellent results to agencies looking to make a splash with DOOH.
DOOH in motion
Starting with just two screens in 2014, Brapex made a name for itself in large part through its support of full-motion video content and location-based media selling. The competition, by contrast, sold static images in circuits until Brapex redefined the standard for DOOH in Lima.
The company maintains, however, that its backbone as a business lies in its dedication to quickly responding to customers and offering them the flexibility to truly buy according to their needs. Key to this undertaking is offering 24/7 customer service, something that none of its competitors do – and something its customers greatly appreciate.
Ads that Sell and Ads that Save
The main driver of business for Brapex is advertising for national and international brands looking to connect with consumers. This includes prominent airline, beverage, toy, and car brands, as well as large musical and cultural events in Lima and elsewhere in Peru.
Brapex also looks to put its screens to good use by supporting charity work that it believes in, typically offering screen time and assistance to a different charity each month. One significant example is the Kusimayo institution’s Warmth for Puno program, which insulates homes and distributes warm clothing to help vulnerable populations better cope with cold weather. The ads took a simple concept, comparing the temperatures in Lima with regions experiencing the coldest temperatures, and used it to encourage donations to assist people living in those areas. The campaign drove an increase in donations of more than 20% in 2018, at a time of year when the funds were badly needed.
Continued Innovation
As the market develops and Brapex’s network continues to grow, the company is seeking opportunities to build on its past successes by developing useful new products for its customers. Its Brapex interactive initiative looks to increase the development of interactive DOOH media for display on Brapex’s screens.
Meanwhile, buyers are also being granted the opportunity to supplement their DOOH advertising with Brapex’s location ads. These ads appear on Facebook and Instagram, geotargeted to users who have been in proximity to Brapex’s screens. It’s an ideal complement to the out-of-home advertising that buyers are distributing across Brapex’s screens, and is an offering that none of Brapex’s competitors can currently match.
Looking forward, Brapex is eager to jump into a programmatic future, something which will be key to unlocking a new level of immediacy for its buyers.
Brapex and Broadsign
It takes a good software platform to power an innovative, snappy, customer-first business model. This is especially true when the network is responsible for delivering 95,000 ads to as many as 45 million people each month, with more screens planned for deployment in the months and years ahead.
Seeking not only to set itself apart from the pack in Peru, but also to gain the capabilities required to run a world-class network, Brapex chose Broadsign.
With Broadsign Control, Brapex has the foundation for delivering many kinds of media to its screens, with scheduling and delivery automated by the system. Broadsign Direct, meanwhile, provides the real-time inventory management and proposal generation tools that allow Brapex to achieve the highest level of synchronization and efficiency possible. Finally, Broadsign’s position as a world leader in programmatic DOOH means that as soon as the region is ready to start transacting programmatically, Brapex will be ready to jump in with the world’s best solution.
Product News | October 11, 2021
What is digital out-of-home (DOOH) media? Definition, examples & key advantages
Digital out-of-home (DOOH) is an innovative form of out-of-home (OOH) advertising. It allows brands to connect with consumers as they go about their daily lives via digital screens in high-traffic public spaces, delivering contextually relevant content to targeted audiences at scale.
DOOH is fast becoming a core part of the media marketer’s toolkit, with programmatic trading and automation-enabled OOH media planning helping to further fuel advertiser interest and investment in the channel. While nearly two-thirds of OOH spending still goes toward traditional static formats, digital OOH is forecast to represent 43.9% of total OOH revenue by 2030, reaching $31.4 billion.
Below, we break down the fundamentals of DOOH advertising, from its differences from traditional OOH to where it appears and the advantages it offers advertisers, along with real-world examples in action.
DOOH, which stands for digital out-of-home, refers to advertising media displayed on digital screens strategically placed in shared environments outside the home.
Unlike traditional OOH, which relies on fixed creative displayed for defined periods of time, DOOH supports dynamic messaging that can be updated, scheduled, and adapted more efficiently. Advertisers can align creative with specific moments, locations, audiences, or campaign objectives, making it easier to keep messaging timely and consistent across placements.
For advertisers and marketers, DOOH plays a strategic role in connecting digital media planning with real-world presence. It’s commonly used alongside online, mobile, and social channels to extend reach, reinforce messaging, and support omnichannel marketing strategies — without relying on third-party cookies or personal identifiers.
Digital OOH ads on LinkNYC’s urban panels
OOH vs. DOOH: Understanding the difference
Out-of-home (OOH) advertising includes all media formats designed to reach people outside their homes, from roadside billboards to transit posters to place-based media. Traditionally, OOH has relied on printed creative displayed for set periods of time, delivering high-impact static imagery perfect for spreading awareness to a large audience for a relatively low cost-per-impression.
DOOH builds on this foundation by introducing digital screens and software-enabled delivery. Rather than replacing traditional OOH, digital OOH expands what advertisers can do with the channel by enabling greater flexibility and more control over when and where creative runs. This makes it easier to align messaging with specific moments, locations, audiences, or campaign objectives while retaining the real-world visibility that defines OOH.
At a high level, the distinction between OOH and DOOH comes down to how creative is delivered, updated, and managed throughout a campaign.
Key differences between OOH and DOOH
Traditional OOH:
Static creative displayed for fixed periods
Manual creative changes
Limited flexibility once live
Broad, sustained exposure
Primarily awareness-focused
Digital OOH (DOOH):
Dynamic digital creative that can be scheduled or updated over time
Remote, software-enabled updates
Greater agility during a campaign
Broad exposure with the ability to target when and where messages appear
Supports awareness alongside other campaign objectives
Common DOOH formats & screen types
Digital out-of-home shows up across more of daily life than people often realize — from major roads and city centres to stores, transit hubs, and places people return to week after week. Different screen types tend to play different roles, depending on where they appear and how people encounter them.
Large-format digital billboards and spectaculars
Large-format DOOH includes roadside digital billboards, highway screens, and large-scale city-centre displays often referred to as spectaculars. These screens are typically placed along major routes and in busy urban areas, where they’re visible to drivers, commuters, and pedestrians throughout the day.
Often used for:
Brand launches and tentpole campaigns
Broad reach and sustained visibility
City-wide or regional presence
Large-scale digital out-of-home billboards in Toronto’s Dundas Square
Retail and point-of-purchase DOOH
Retail and point-of-purchase DOOH includes screens placed in and around shopping environments, from aisle and shelf displays to menu boards, checkout screens, and digital posters in grocery and convenience stores. These formats reach shoppers close to the moment of decision, when intent is already high.
Often used for:
Promotions and offers
New product launches
Retail media and co-branded campaigns
DOOH ads at retail locations can influence consumers close to the point-of-purchase
Transit and travel DOOH spans environments like airports, train and subway stations, bus terminals, onboard transit screens, and rideshare or taxi placements. Many of these settings involve repeat exposure or longer dwell times.
Silbö Telecom’s DOOH campaign included transit ads across major Spanish cities
Place-based DOOH screens
Place-based DOOH refers to screens located within specific venues, such as offices, gyms, healthcare settings, campuses, and entertainment venues. What defines these networks is the environment they appear in and the mindset that comes with it.
Messaging can reflect where people are and what they’re doing, making place-based formats well-suited to situations where context adds relevance.
Often used for:
Contextual or lifestyle messaging
Reaching audiences during routine or dwell time
Reinforcing relevance through environment
Benefits of DOOH advertising
Digital out-of-home offers clear advantages for agencies and brand marketers looking to meaningfully connect with screen-weary consumers in the context of their daily routines.
High-impact visibility & consumer favourability
Digital screens command attention in public environments, reaching people during everyday moments like commuting and shopping trips without feeling intrusive. According to a study by the Out of Home Advertising Association of America (OAAA), 73% of U.S. consumers view DOOH ads favourably — significantly surpassing other forms of ad media like television (50%), social media (48%), online (37%), and print (31%).
Plus, like all forms of outdoor advertising, it’s unskippable and adblock-proof, with new research from Solomon Partners finding that both printed and digital OOH formats drive the highest consumer ad recall among major media channels.
Flexible activations & creative updates
Because DOOH is delivered digitally, advertisers can launch, adjust, or refresh creative more quickly than with printed formats, making it easier to test and refine campaigns over time. This kind of flexibility is often enabled through programmatic DOOH (pDOOH), which allows advertisers to adjust campaigns and creative in real time using familiar digital buying tools.
Unlike traditional OOH, which is static, DOOH creative doesn’t need to remain fixed for the duration of a campaign. Digital signage supports dynamic creative formats that can be updated in real time to align with the moment in which messaging appears.
This contextual approach helps campaigns feel timely and situational rather than one-size-fits-all. A study by JCDecaux UK found that DOOH campaigns using contextually relevant messaging increased viewing time, improved consumer ad recall, and delivered a +16% increase in sales.
DOOH supports precise and flexible targeting, allowing advertisers to cast a wide net or focus on highly specific environments, moments, or target audiences. Campaigns can be tailored based on factors like location, time of day, and proximity to points of interest — without relying on personal identifiers.
Instead, DOOH uses first-party data integrations and real-time environmental signals, such as weather conditions and nearby local events, to inform ad delivery. This privacy-first approach makes DOOH a strong option for brands looking to maintain relevance as the industry continues to move away from third-party cookies.
DOOH doesn’t just capture attention or build awareness — it also influences what people do next. According to a survey by The Harris Poll and the Out of Home Advertising Association of America (OAAA), 76% of U.S. consumers reported taking some form of action after seeing a DOOH ad.
These actions ranged from watching a video (38%) or visiting a nearby restaurant (36%) to going into a store (29%), making an in-store purchase (30%), or talking about the brand with someone they know (30%).
DOOH works alongside social media, mobile advertising, and other digital channels to reinforce messaging across both physical and digital touchpoints, supporting more cohesive campaigns.
By combining real-world presence with digital creative, DOOH gives marketers more opportunities to influence people throughout the customer journey — from awareness to action — turning brief moments of attention into visits, conversations, and, ultimately, measurable outcomes.
Looking for inspiration? Here are a few DOOH advertising examples that show how brands are using DOOH in real-world environments to drive awareness, influence consideration, and deliver measurable results. Explore our full case study catalogue for more success stories.
HP: Driving brand and sales impact with programmatic DOOH in Dubai
HP set out to increase awareness, strengthen brand perception, and drive purchase consideration for its Smart Tank printer series in Dubai, one of the UAE’s highest-value media markets. Partnering with Broadsign, the brand launched a programmatic DOOH campaign reaching parents aged 25–54 — households with children, the Smart Tank’s core audience — through high-frequency exposure on premium digital screens in shopping malls, transit hubs, and other family-oriented environments.
The results: a 12% year-over-year sales lift, a 42% increase in purchase consideration for the Smart Tank 585, and a 2× lift in positive brand image among exposed audiences. Read the full HP case study.
See how HP leveraged programmatic DOOH to drive incremental sales lift in Dubai
Decathlon: Driving in-store foot traffic with near-store DOOH
Decathlon, a global sporting goods retailer, wanted to increase store visits by reaching consumers closer to decision-making moments. Working with Talon NL, the brand launched a programmatic DOOH campaign using Broadsign’s OutMoove DSP, activating screens located near and along routes to its retail locations.
By aligning DOOH placements with shopper movement and proximity to stores, the campaign helped influence in-the-moment behaviour at key points along the path to purchase.
Visit Arizona: A 30% increase in arrivals with programmatic DOOH
Visit Arizona, the official tourism board, launched a nationwide programmatic digital out-of-home campaign to inspire travel planning and engage high-intent audiences at every stage—from awareness to booking. The strategy paired high-traffic DOOH placements with mobile retargeting and an arrival lift study to measure real-world impact. The campaign achieved strong mobile engagement and delivered a 30% lift in arrivals, outperforming the national average for similar efforts. Read the full case study to learn more.
FAQs about DOOH advertising
Is DOOH the same as digital signage?
No — while the two are related, they aren’t the same thing. Digital signage refers to the screen technology itself, whereas DOOH is an advertising channel that uses those screens to deliver paid media campaigns.
In other words, digital signage is the infrastructure; DOOH is how advertisers use that infrastructure to reach audiences outside the home.
Is DOOH advertising privacy-safe?
Yes. DOOH advertising is widely considered privacy-safe because it does not rely on personal identifiers or individual-level tracking. Instead, campaigns are typically planned and activated using aggregated, contextual signals such as location, time of day, environment, or audience movement patterns.
This approach allows advertisers to stay relevant without collecting or storing personal data, aligning DOOH with evolving privacy expectations and regulations.
How much does DOOH advertising cost?
There’s no single price for DOOH advertising. Costs can vary based on factors such as screen format, location, audience reach, time of day, campaign duration, and whether inventory is purchased directly or programmatically.
For brands new to out-of-home, understanding how pricing works across different formats can be helpful. This is similar to how traditional out-of-home pricing is often explained when advertisers ask how much a billboard costs — with variables tied to placement, demand, and scale rather than a fixed rate.
Ready to explore how DOOH can elevate your next campaign? Contact us to learn more about planning and activating DOOH media.
