Why Digital Out-of-Home (DOOH) Advertising Still Matters in 2026

In a world dominated by screens, algorithms, and constant scrolling, it’s easy to assume that digital marketing begins and ends online. But as consumers become increasingly saturated with ads on social media and search platforms, the brands that stand out are often the ones showing up in the real world.

That’s where Digital Out-of-Home (DOOH) advertising comes in.

DOOH places your brand in high-footfall, trusted environments - shopping centres, retail parks, city centres - reaching people when they’re present, engaged, and living their lives. And for businesses looking to build real brand impact with retention, it plays a far bigger role than many realise.

Visibility in Trusted Places Builds Brand Credibility

Appearing on large-format digital screens in established public locations signals legitimacy & credibility. Consumers subconsciously associate these environments with scale, trust, and confidence. 

When your brand is displayed alongside national retailers or in premium shopping destinations, it benefits from that shared credibility.

For growing businesses, this perception shift is powerful. It positions your brand not as “another ad,” but as a serious player that belongs in the space.

Reaching People When They’re Not Scrolling

Online advertising faces increasing challenges: ad blockers, skipped videos, banner blindness, and ever-rising costs. DOOH cuts through this noise by reaching audiences offline, when they’re not distracted by multiple tabs or endless feeds.

Whether someone is walking through a shopping centre, waiting for a friend, or browsing in-store, DOOH reaches them in moments of natural attention - when they’re far more likely to notice and absorb what they see. 

Ps. We are not anti-digital, it’s an important element of your promotion mix, the same way DOOH is. 

Repetition That Builds Real Memory

One of DOOH’s biggest strengths is frequency without fatigue.

Unlike online ads that can feel intrusive, DOOH benefits from repeated, natural exposure. Seeing the same brand message multiple times across days or weeks builds familiarity, trust, and recall. Over time, this repetition embeds your brand into people’s memory, making it far more likely they’ll recognise, and choose you when the moment to buy arrives. Every wonder why you instantly say ‘McDonalds’ when your partner asks what shall we have for dinner? It’s not by accident. 

This is how strong brands are built: not through one click, but through consistent presence.

Speed and Flexibility for Modern Campaigns

Modern DOOH isn’t static. Campaigns can be updated quickly, allowing brands to react to promotions, product launches, cultural moments, or even viral trends. 

This agility means DOOH now works hand-in-hand with social and digital campaigns. A message seen online can be reinforced in the real world within hours - creating a powerful, multi-channel brand experience that feels cohesive and intentional.

This is why we promise to have all ads live within 24 hours of clients sending them through. 

Turning Awareness Into Recognition

Strong brands are recognised instantly.

DOOH helps bridge the gap between awareness and action by placing your brand directly into people’s daily routines. Over time, logos, colours, and messages become familiar. And when consumers finally encounter your brand online, in-store, or via word-of-mouth, it already feels known and trusted.

That recognition is what drives preference.

Proven, Real-World Marketing That Still Works

Out-of-home advertising has consistently proven its effectiveness, with the market expected to grow to £1.5 billion in the UK in 2026.

DOOH combines the impact of traditional outdoor advertising with the flexibility of digital - making it one of the most balanced and reliable channels available to modern marketers.

For businesses looking to grow brand awareness, reinforce credibility, and stay top-of-mind in competitive markets, DOOH isn’t a “nice to have.” It’s a strategic advantage. 

looking to amplify your brand in 2026?

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Skechers x Leapfrog Advertising

With the exciting launch of their new store in the Quadrant Shopping Centre, Swansea, we partnered with the multi-national footwear and apparel brand Skechers to deliver an advertising campaign to drive awareness of the store launch.

Skechers were keen to build strong brand presence within the shopping centre ahead of opening, while maintaining momentum after launch. We sat down with their team to plan a campaign that would maximise visibility at every stage of the launch journey.

One month prior to opening, Skechers launched a “Coming Soon” campaign, showcasing four creative executions across our Quadrant and Parc Tawe locations. This allowed them to reach multiple customer segments with targeted, personalised messaging.

The campaign delivered clear informational messaging to shopping centre visitors, announcing Skechers’ arrival and building anticipation before the store even opened.

In the lead-up to launch, Skechers received over 90 hours of advertising across our locations during peak opening hours, exposing the brand to a high volume of regular shoppers. This visibility also enabled Skechers to digitally retarget these audiences, ensuring their brand remained front-of-mind ahead of opening day. By combining physical DOOH exposure with digital retargeting opportunities, the campaign bridged the gap between relevant offline awareness and online activation.

On launch day, the creative was updated to an “Open Now” message, maintaining a consistent presence across high-footfall areas of the shopping centre and capturing the attention of shoppers who may not yet have been aware of the opening.

This campaign highlights how DOOH can play a pivotal role in retail / brand openings - from building anticipation to driving sustained brand presence long after opening day.

Skechers continue to showcase their brand across our locations today, reinforcing brand awareness and ensuring they remain a top-of-mind destination for shoppers visiting the centre.

Have you got a STORE opening COMING UP?

Let’s chat on how we can amplify your brand pre, during and post-launch.