OOH (out-of-home)
Advertising that reaches people outside their homes: billboards, transit, street furniture, and their digital descendants (DOOH). A broadcast medium bought for public reach and unskippability - and one whose photo increasingly does a second job as social content.
Where it's used
Used for mass reach, for proximity to the point of sale, and for local presence. Good because nobody can skip a billboard, and it works in photos on social.
See it in a campaign
British Airways: Magic of Flying (2013)
On a screen at London's Piccadilly, a child stands and points at a real British Airways plane overhead, with its flight number and origin. The billboard knew when one was passing, using live flight data. It shows what digital OOH adds: place and time turned into the idea, for people on that street.