When most people think of Digital Out-of-Home (DOOH) advertising, they imagine massive digital billboards in Times Square or downtown Vancouver. But the truth is, DOOH is no longer reserved for multinational brands with multimillion-dollar budgets. Thanks to programmatic buying and flexible placements, small and mid-sized businesses can now use DOOH effectively — often for less than they’d spend on social media campaigns.
What Makes DOOH Accessible?
The key shift is programmatic DOOH buying. Instead of committing to long-term billboard rentals, businesses can now buy digital ad space on a flexible basis — running campaigns for 30, 60, or 90 days and selecting only the screens and locations that matter most.
This means a local clothing brand in Vancouver, for example, can target digital screens inside shopping malls, residential building elevators, gyms, or transit hubs where their ideal customers spend time — without paying for citywide coverage they don’t need.
Why DOOH Works for Small Budgets
-
Hyper Local Targeting: Ads can be placed in specific neighborhoods, near competitor locations, or within key lifestyle venues.
-
Scalability: You decide how many screens and impressions you want. Start small, scale up when the results show.
-
High Visibility: Unlike social media ads that can be skipped or ignored, DOOH places your brand in unavoidable, real-world environments.
-
Cost Effectiveness: Because you only pay for the impressions and placements you choose, DOOH can fit modest budgets while still delivering strong visibility.
DOOH vs. Digital Marketing
Many small businesses rely heavily on Facebook and Instagram ads. While effective, these platforms are crowded and costs per impression have risen. DOOH offers a complementary channel — one that builds real-world awareness and credibility while reinforcing digital campaigns. A person who sees your ad on a mall screen and then later encounters your brand online is far more likely to convert.
Digital out-of-home delivers 82% ad recall. Higher than TV, print, or online.
The Future is Accessible
The DOOH market was valued at $41 billion in 2020 and is projected to grow significantly in the coming years. For small businesses, this means getting in now can deliver competitive advantages, helping you stand out in crowded markets without overspending.
At Kraft Media Group, we make DOOH accessible to businesses of all sizes by offering flexible campaign options, detailed reporting, and access to over 12.3 million screens worldwide. Whether you’re looking to build local awareness or scale your brand, DOOH can be tailored to fit your budget and goals.
