Gartner Research

The Fifth Screen: Understanding and Evaluating Digital Out-of-Home for Marketing

Published: 27 March 2014

ID: G00255370

Analyst(s): Martin Kihn


Digital out-of-home media has evolved from simple displays to immersive public environments that are networked, interactive and targetable. Technologists and nontechnical digital marketers can use this research to understand how marketers use digital out-of-home and whether it belongs in their plan.

Table Of Contents


  • 1. What Is DOOH?
  • 2. How Big Is the Market, and Who Are the Key Players?
  • 3. What Are DOOH's Creative and Technical Possibilities?
  • 4. What Are the Most Common Ways Marketers Use DOOH?
    • Media Platform
    • Engagement Platform
    • Ongoing Innovation
  • 5. How Can DOOH Be Measured?
  • 6. Does DOOH Belong In My Marketing Program?
  • What to Do Next

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