OOH and DOOH in a new media mix. How to effectively build reach and engage audiences?

The way we consume media is dynamically changing. For marketers, this means one thing: it's becoming an increasingly greater challenge not only to build reach, but above all, to precisely target the right audiences and measure the effects of actions. You can read about how the role of outdoor advertising is changing in this reality in the latest special supplement of Wirtualnemedia.pl dedicated to OOH and DOOH. The publication also includes the perspective of Jet Line experts.

OOH is growing, DOOH is gaining importance

The Polish out-of-home advertising market is consistently growing, and digital out-of-home already constitutes a significant part of this market. Marketers see in DOOH a combination of features that were difficult to combine in a single medium until recently. These include broad reach, physical contact with the audience, the ability to use data, and digital flexibility.

At the same time, the approach to campaign planning itself is changing. It's no longer about a single medium meeting all of a brand's needs. An effective media mix increasingly relies on the conscious utilization of the strengths of individual channels. As Urszula Tubiak from Jet Line says, outdoor is not "the internet standing by the street." Its strength comes precisely from offering different possibilities than digital media, and when properly planned, it can be a valuable complement to them.

This is an important perspective in times when the boundaries between the physical and digital worlds are increasingly blurring. At the same time, there is a growing need to build communication tailored to the context and behavior of audiences. We invite you to read the special supplement of Wirtualnemedia.pl dedicated to OOH and DOOH.

What you will read in the report:

• What makes the OOH advertising market grow stronger? Why should marketers and media planners include it in their plans?
• OOH measurability – how to measure the effectiveness of OOH and DOOH campaigns?
• What mistakes to avoid when designing an outdoor campaign?

This is material worth keeping on your radar if you are responsible for communication strategy, media planning, or brand marketing.

Link to the report: https://dodatki.wirtualnemedia.pl/ooh_dooh_2026