How Extended Reality is Transforming DOOH Advertising.

The world of marketing and advertising is changing. Not only because of the different trends, user profiles and new communication channels, but also because of the very introduction of technology and all the digital transformation that is taking place in the industry. If we focus on outdoor advertising, there is no doubt that one of the major current issues is the incorporation of the Digital Out Of Home (DOOH) in the most disruptive and creative advertising campaigns. A powerful tool for capture the attention of consumers both in public spaces and on Social Networks in its Fake Out Of Home version. Thanks to Extended Reality, physical and digital spaces are merging to offer advertising campaigns that surprise and inspire . From interactive storefronts to gamified experiences, brands now have the ability to connect with their audiences in a whole new way. In this article, we will explore how Extended Reality is transforming DOOH advertising The new advertising environment, driving creativity and opening new opportunities for brands in the advertising environment.

La publicidad Digital Out of Home (DOOH) es una evolución de la publicidad exterior tradicional que integra pantallas digitales y contenido dinámico en espacios públicos como calles, estaciones de transporte, centros comerciales y estadios. A diferencia de los carteles estáticos, el DOOH permite mostrar mensajes y contenidos en tiempo real, adaptados al contexto, la ubicación o incluso al público presente, gracias a tecnologías como la programación automatizada, las cámaras de captura de movimiento y los datos de geolocalización.    Te puede interesar → Augmented reality in advertising with interactive content.   Esta forma de publicidad combina creatividad, tecnología y analítica para maximizar el impacto en los consumidores. El DOOH no solo capta la atención de los transeúntes, sino que también ofrece a las marcas una plataforma para crear experiencias memorables y conectar emocionalmente con sus audiencias. Su capacidad de integrarse con otras tecnologías, como la Realidad Extendida, está redefiniendo la manera en que las marcas interactúan con los consumidores en entornos físicos y digitales. Puedes ver en acción la Publicidad Digital Out Of Home conociendo de cerca el proyecto de Ibercaja Xplora y como su escaparate interactivo de 32 m² genera más de 300.000 impactos entre los transeúntes. Además del DOOH en la publicidad exterior, están surgiendo nuevas y creativas formas de llamar la atención de los usuarios también en el mundo digital. El Fake Out Of Home (FOOH) es una estrategia creativa que simula la publicidad exterior (Out of Home) en entornos digitales. A través de imágenes o videos editados, las marcas recrean anuncios en espacios públicos inexistentes o modificados, generando impacto visual y viralidad.  Este enfoque combina la estética de la publicidad exterior con la flexibilidad y alcance del entorno digital, ideal para campañas innovadoras y de alto engagement como la desarrollada por Ecoalf para su campaña de Black Friday. Donde un carrito gigante llegaba a las plazas más emblemáticas de Europa.

Extended Reality is transforming DOOH advertising by merge the physical world with immersive digital experiences. Technologies such as Augmented Reality and Virtual Reality allow campaigns to be more interactive, surprising and memorable. This innovative approach not only increases engagement, it also r edefines how brands connect with their audiences in public spaces . Here are the main key points:

Increased advertising impact

We are living in the age of digital interaction and, thanks to the phygital experiences, the Extended Reality and Digital Out Of Home, interaction also reaches outdoor advertising. Unlike static billboards and conventional digital displays, in these new advertising actions users interact with the content. This approach not only reinforces brand recall, but also transforms the passive spectator into an active participant increasing engagement. By combining innovation and creativity, these technologies position brands as leaders in an increasingly competitive advertising market. Whether in games, immersive experiences or gamified challenges, virtual testers or interactive storefronts, advertising content comes to life. Like the characters of the Augmented Reality campaign of Lacasitos which were hidden in the different tubes of the chocolate brand.

Content customization

Extended Reality is revolutionizing DOOH advertising by enabling a unprecedented content customization . Thanks to technologies such as Augmented Reality and Artificial Intelligence, ads can adapt in real time to context, location and even viewer characteristics. This creates highly relevant messages that connect emotionally with the audience, increasing engagement and campaign impact. Adapting advertising content to specific conditions such as the time of day, the weather or the type of audience in a given area. Being able to identify the profile of the audience that is interacting with an ad and personalize the message according to their behavior, interests and demographic characteristics.

Improved differentiation

In a world saturated with advertisements and advertising content, differentiate is more important than ever. DOOH advertising offers new avenues for differentiation by expanding the range of actions to connect with audiences that brands can hardly reach with traditional formats. By integrating technologies such as Augmented Reality and Virtual Reality, campaigns become unique and innovative experiences that stand out from the competition and what users are used to. These tools allow brands to create ads that leave a lasting impression on users, positioning them as pioneers in creativity and technology . As in the advertising action carried out by Disney for the premiere of one of the latest Star Wars movies. An interactive virtual showcase where passers-by became characters from the most famous movie franchise.

Physical space quality data

If there is one point where Digital Out Of Home advertising is a must for companies, brands and advertising agencies, it is in the area of data . What these phygital actions allow is to collect quality data about users and their interaction in physical spaces. Thanks to these technological experiences in physical spaces brands can know in real time the emotions they generate, the profiles that interact with their campaigns and how these influence the purchase decision process. This two-way interaction makes it possible to record valuable data on usage and customer experience, helping to optimize strategies and adapt them to the real needs of consumers. For example, digital displays equipped with cameras or sensors can measure the time consumers spend in front of a screen, detect their age or gender, and even collect information about their interactions with ads. Helping advertisers to better understand consumer behavior .

The user doesn't need any hardware

One of the key points that distinguishes Digital Out Of Home's immersive experiences from others, such as those developed with Virtual Reality services is that the user does not need additional hardware to enjoy immersive experiences. All you have to do is stand in front of an interactive screen to live a phygital experience that instantly combines the physical and digital worlds. In a matter of seconds, the user is immersed in the interaction, eliminating technological barriers and making campaigns more accessible and appealing . This approach democratizes access to XR experiences, increasing the reach and impact of advertising campaigns. As in the case of the action carried out by Marvel for the premiere of Thor Ragnarok at Kinépolis Cinemas. A AR photocall where the spectators were the protagonists enjoying the movie before even entering the theater.

The future of DOOH advertising is marked by the integration of advanced technologies, such as the Extended Reality (XR), Artificial Intelligence (AI) and the Internet of Things (IoT). The new technologies will transform public spaces into smarter, more interactive and personalized environments. Digital displays will evolve into immersive experiences that not only display content, but also interact in real time with users, adapting to their specific preferences, behaviors and needs. This approach will make campaigns more relevant and effective, creating a stronger bond between brands and their audience. In addition, the Digital Out Of Home will connect even more with the physical environment through data collection and analysis. Sensors and IoT devices will record information on foot traffic, ad exposure time and direct interactions, providing valuable insights to optimize strategies in real time. In this scenario, DOOH advertising will not only be a means of communicating messages, but also a experience that will transform the way brands impact their consumers.

Throughout the post we have been looking at different examples of interactive advertising and outdoor advertising that show everything the potential of Extended Reality to make communication, marketing and advertising campaigns much more interactive, creative and fun. Many of the campaigns analyzed here start with the technological product Kimchi! This type of project is based on phygital technology experiences with high engagement and creative impact that attract users in physical spaces. Whether interactive showcases, photocalls or games, they adapt to all types of users and situations. At Imascono, we know that the future of advertising lies in the creation of interactive and immersive experiences that users fall in love with and that generate a real emotional connection, and Digital Out Of Home (DOOH) is one of the key formats to achieve this. During more than 12 years we have worked on the development of Augmented Reality services both nationally and internationally, helping brands stand out through innovative and memorable campaigns. Our team accompanies you in every stage of the project, from conceptualization to final implementation, making sure that the solution meets your specific needs and objectives. If you are looking to revolutionize your marketing or advertising campaign with immersive experiences in a DOOH environment, contact us at .