Why digital out-of-home (DOOH)?
Digital out-of-home (DOOH) has evolved from traditional posters into one of the most effective drivers of marketing growth and activation. It combines the reach of mass media, the flexibility of digital, and real-world context in a way that no other single media channel can.
DOOH brings brands to where people are, make decisions, and live their daily lives—from large-format screens in city centres to shopping malls, grocery stores, major roads, and Helsinki Airport.
Today, out-of-home advertising is digital. That’s why we talk about DOOH—but what we really mean is modern and impactful out-of-home advertising.
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Finland’s #1 Mass Medium
Out-of-home advertising is rightly considered the ultimate mass medium. While the reach of many other media channels is declining, out-of-home continues to grow and is now the only medium that reaches 100% of Finns (Kantar).
Out-of-home is visibly and publicly present every day. It enables broad reach and frequent repetition both locally and nationally—precisely where people naturally move about.
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A Growth-Driving Medium
Digital out-of-home is a driver of growth that strengthens the entire marketing mix. It effectively increases brand awareness, improves the performance of other channels, and boosts search volumes and sales.
Out-of-home reaches audiences widely—from those ready to purchase to light buyers who drive long-term brand growth. Rather than focusing only on short-term activation, digital out-of-home also builds demand over time.
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An Optimisable Mass Medium
Out-of-home is an exceptional mass medium because it can be targeted with great flexibility and precision. Advertisers can utilise accurate location data from media assets to build more effective campaigns.
Campaigns can take into account factors such as time, location, weather, or other data points—for example, the advertiser’s own customer or inventory data. This ensures the right message, at the right time, in the right place.
A Responsible Media Choice
By choosing out-of-home, you also support society: 47% of out-of-home companies’ revenue benefits the community, for example through land rents and public services such as city bikes and bus shelters (PwC Finland 2023).
We aim to be a responsible player in the out-of-home industry. We invest in smart city solutions that make everyday life easier, such as parcel lockers and EV charging points, as well as in the development, maintenance, and expansion of these networks.
Out-of-home advertising effectively reaches all target audiences—regardless of age or location—at a cost-efficient CPM. At a time when the reach of many other media channels has become increasingly fragmented, out-of-home has maintained its position as a true mass medium for the entire population. Its 100% weekly reach (Kantar Mind, 2025) is unmatched.
Bauer Media Outdoor’s DOOH network is the most extensive in Finland, covering 91.5% of municipalities and reaching as much as 98.5% of the population. Our out-of-home network is designed to meet the needs of modern advertisers, as people’s movement patterns have diversified and urban environments have expanded beyond city centres towards shopping areas and residential neighbourhoods. We offer the most comprehensive range of environments in the out-of-home industry. Many of our solutions, such as City- ja Finland Digital, seamlessly combine visibility across streets, shopping centres, and travel hubs—ensuring you always reach the widest possible audience.
Get effective reach with out-of-home advertising:
On the Streets
30% of all journeys are made on foot or by bike—equivalent to 10.2 kilometres per day. (1
People’s movement has expanded beyond city centres, closer to home, hobbies, local stores, and shopping centres. However, our out-of-home network still covers both city centres—where people live and work—and retail areas, ensuring strong reach and frequency for your message.
1) Traficom
In Retail Environments
87% of retail purchases and 97% of daily goods purchases are made in-store. (1
Retail media reaches 98% of Finns weekly and 62% daily.² We offer the broadest coverage across retail environments in Finland: reaching over 50 shopping centres, more than 30 retail chains (including fashion, beauty, home, sports, groceries, telecom, department stores, and electronics), as well as over 1,000 grocery stores.
1) Kaupan liitto 2) Kantar Mind
Along the Roads
The car is the most common mode of transport in Finland, accounting for 62% of all journeys (21 km per day) (1
Out-of-home effectively reaches drivers, and ads are proven to be noticed: 88% of Finns have paid attention to out-of-home advertising while shopping, and 7 out of 10 have become interested in a product based on an ad seen along their journey. (2
1) Traficom 2) Consumer Compass, ostopolkututkimus 2018, n=1040
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In Travel Environments
Helsinki Airport alone reaches 164,500 Finns weekly—more than the population of Jyväskylä.
Railway stations and passenger terminals also attract large audiences every week. For example, Helsinki Central Railway Station is the busiest building in Finland, with up to 250,000 people passing through daily. (1
1) Päärautatieasema 2026
Digital out-of-home is a driver of growth that strengthens the entire marketing mix. It effectively increases brand awareness, enhances the performance of other channels, and drives search demand and sales.
WPP studied how investment in media advertising and out-of-home impacts different brand metrics. The dataset included over 1,200 brands across 36 industries. (WPP, The Out-of-Home Multiplier Effect, 2018)
Brands that used out-of-home achieved stronger results across all key metrics: brand awareness, consideration, brand perception, ad recall, purchase intent, and word of mouth. (WPP.)
Rapport’s study (Standing on the Shoulders of Giants, 2025) also examined out-of-home advertising, with a particular focus on its most effective users—brands that allocate at least 15% of their budget to out-of-home.
These heavy users of out-of-home achieved stronger results across both short- and long-term metrics. For example, sales, market share, and profit grew more than for brands that did not invest in out-of-home.
An increasing number of brands have recognised the effectiveness of out-of-home: in 2018, only 9% of advertisers were heavy users, but by 2024 this had grown to 29%—nearly one in three advertisers.
Out-of-home advertising can be targeted and optimised flexibly and precisely. In practice, digital out-of-home offers many of the same capabilities as display or mobile advertising, as screens are connected to networks. Ads can be updated dynamically based on factors such as weather, location, time of day, or specific data points—for example, inventory levels. Most commonly, this is executed through dynamic content.
Programmatic Buying enables targeting directly via buying platforms. On specialised out-of-home platforms, it is easy to activate campaigns based on triggers such as weather conditions. Campaign optimisation is highly flexible, allowing advertisers to adjust budgets, campaign timing, or screen selection as needed.
Impact increases the most (+22%) when content reacts in real time—for example, to sports results or train departure schedules. Dayparting increases effectiveness by 15%, while using weather or location data adds a further 17%.*
Bauer Media Outdoor also offers advanced audience targeting capabilities. We have developed Finland’s first big data–driven audience targeting tool, which combines multiple data sources and national datasets for each individual screen (including Statistics Finland, the Finnish Transport Agency, the Finnish Commerce Federation, Kantar, the Finnish Grocery Trade Association, and the Finnish Tax Administration).
Adding dynamic elements to DOOH campaigns enhances brand impact (+18%), ad recall (+17%), and sales effectiveness (+16%).
We identify Finnish consumers, their demographic profiles, residential areas, and mobility patterns. By analysing each screen’s precise location, we combine this with insights into target audience movement—where people live, work, and travel between. Based on this data, we create tailored, targeted campaign plans for our clientss. Ole yhteydessä ja kysy lisää!
*The Moments of Truth -tutkimus, 2020. Posterscope, Bauer Media Outdoor UK ja JCDecaux UK
Legacy Media, a company specialising in ESG data, analytics, and reporting, analysed the sustainability of out-of-home advertising in collaboration with Outsmart. The report covers all aspects of ESG (environment, community, employees, governance) and is based on a broad dataset spanning 161 countries, 50,000 public organisations, and 100,000 private companies across 134 industries.
Out-of-home achieved the strongest results in the comparison, both in environmental and societal responsibility.
Overall ESG scores (60.7) were close to TV (61.4) and clearly higher than print (52.4) and digital (53.8).
Similar results have been observed in other studies. For example, a study conducted in France (Audience Delivery, KPMG 2023) found that out-of-home is up to 17 times more energy-efficient than TV and six times more energy-efficient than online advertising.
In Finland, as much as 47% of out-of-home advertising revenue is used for the benefit of society*
For example, through rents paid to the public sector and the installation and maintenance of infrastructure such as bus shelters. (PwC, The Impact of Out-of-Home Advertising in Finland, 2022)