For new generations of consumers, smartphones are the natural "first screen." It's through their phones that young people connect with friends, follow brands, watch videos on YouTube and Instagram, check Google results, and shop in apps. Generation Z spends an average of over 7 hours a day using their phones, highlighting their central role in daily life. In practice, every minute of the day competes for their attention, flooding teenagers with dozens of notifications, ad formats, and content. So the question arises: in such a world, why is DOOH becoming the second screen – right after the smartphone?

The answer is important not only for media owners but for the entire marketing industry.. It is responsible for planning such campaigns so that digital outdoor genuinely supports sales, builds brand recognition, and long-term relationships with the new generation of consumers.

The Smartphone – The First Screen That Defines Media Expectations

For Generation Z, a phone is not just a tool, but an environment. It's the "dashboard" of their day: messengers, social media, navigation, payments, games, homework, entertainment. Smartphones are always with them, which means constant access to content and a constant influx of stimuli. Generation Z consumes media primarily digitally, spending a significant amount of time on platforms like Instagram, TikTok, and YouTube.

It is precisely from this 'screen number one' that the approach to the entire media ecosystem emerges:

• content is in the form of short, visual content,
• communication is mobile, interactive formats are the norm,
• immediacy is important – I click, watch, and buy 'here and now',
• authenticity and consistency of message matter, not just the number of ad impressions.

Compared to previous generations it is Gen Z that most strongly combines watching various media with simultaneous phone use. Scrolling TikTok during a series or opening a banking app during a YouTube video is an everyday occurrence for them. This way of using media means, that the screen in urban spaces must also find its role as a 'smartphone partner'. Generation Z values authenticity and prefers engaging, interactive content that allows them to actively participate rather than just being passive recipients.

DOOH as a Second Screen – Differences and Similarities

A DOOH screen does not compete with a smartphone; it functions in a different context. It is not a private device but a common point of reference in the urban space. It is precisely this combination of digital and physical experience jest jego przewagą.

The screen DOOH is not managed by the recipient – they don't scroll it like a feed. It's a channel present along the route: home–university, work–shop, walk–metro. In comparison with online advertising, DOOH works differently:

• it doesn't 'pop up' between content, but accompanies you on your way,
• it doesn't require wordiness – a few seconds and good storytelling are what matter,
• it operates with a different category of 'scrolling' – instead of a thumb, we have the movement of the city.

For young people, such a medium is simply another natural screen in a world full of screens. On one hand, it's 'digital'; on the other, it's embedded in real space. This hybrid carries enormous potential for a company running data-driven DOOH campaigns: processing traffic, location, and reach data allows for building very precise advertising projects where DOOH becomes a coherent part of the 'smartphone + city' system. Moreover, DOOH screens can serve as a platform for mobile games, offering attractive entertainment for Generation Z.

DOOH + Digital: A Bridge Between Offline and Online

For Gen Z, communication is no longer divided into 'online' and 'offline'. It's one ecosystem. DOOH screens fit perfectly into this model – they can be a bridge between what happens in the urban space and what happens in a phone app.

Modern DOOH campaigns:

• direct the user directly to the app or brand website – via QR, a simple password, a discount code,
• strengthen social media activities – encouraging action on Instagram, YouTube, or Snapchat,
• work to increase engagement and reach, because the screen in the city 'opens up' further content on the smartphone.

From a media planning perspective, this means that DOOH is a natural 'second screen after the smartphone': it does not replace digital media, but strengthens it at key moments of contact, when the recipient is on the move, away from home, in a decision-making context – e.g., near a store or point of purchase.

How does this work for Generation Z in practice?

From the perspective of a young audience member who grew up on Instagram, YouTube, and VOD services, it's about a few simple things:

• the message must be visual, clear, and eye-catching,
• it should be consistent with what they see on their phone screen,
• it must 'give something in return': information, inspiration, a code, the feeling that the brand understands their values.

Generation Z prefers short, engaging multimedia content that matches their limited attention span.

If DOOH content is designed without considering Gen Z's flow, it performs poorly – the screen remains in the background. However, if it is adapted to the categories in which young people perceive media (short, visual, contextual), with an outdoor screen we give the brand a real chance to enter their daily rhythm.

Here, creativity, the quality of creation, and skillful data integration are important. Data on traffic intensity, peak hours, and location types can influence the choice of location and emission form – from static formats to more interactive projects where the message changes depending on time, weather, or events.

What Does This Mean for the Marketing Industry?

From the perspective of the marketing industry, DOOH ceases to be an 'addition to the plan' and becomes an integral element of communication strategy with the young generation.. In practice:

• it's worth thinking about DOOH campaigns in terms of content, not just ad impressions;
• when planning a media mix, cooperation should be assumed – DOOH + digital + social instead of separate silos;
• the importance of the 'share of attention' category is growing – the share of the recipient's attention, not just share of voice;
• DOOH works well in insight-driven activities – based on data about young users' behavior.

This is also why in interviews with young consumers, the thesis that 'the city is the backdrop of their lives' is often repeated. DOOH screens are a natural part of this backdrop – visible, but not intrusive. For the client, this means the ability to build brand visibility in a way that doesn't disrupt daily activities but complements them.

The Second Screen That Builds Brand Relationships

For Gen Z , the smartphone will remain the first screen. It's where they consume most content, use apps and watch their favorite 'shows'. But it is digital outdoor that holds a unique position as the 'second screen' – visible in the city, supporting online communication, building relationships and brand values in the long term.

A well-designed DOOH screen acts as the missing link between the digital world and the physical experience of space. If a company can combine DOOH projects with campaigns on Google, Instagram, or YouTube, using a data-driven approach and smart data processing, it gains a real competitive advantage.

In a world where everyone is fighting for seconds of attention, it is worthwhile treating DOOH not as one of many media, but as a strategic second screen after the smartphone – a screen that connects the city, brand, and recipient into a coherent, modern story.