Advertising has come a long way from the days of hand-painted signs and static roadside billboards. These days, brands are no longer content with being seen — they want to be remembered. That’s where DOOH (Digital Out-of-Home) advertising comes into its own, transforming public spaces into immersive storytelling platforms that demand attention.
DOOH is redefining how businesses connect with their audiences. By blending location, timing, motion, and context, it delivers relevant and impactful messages. From weather-responsive content to live data integration, these campaigns push creative and technological boundaries.
In this article, we will walk you through five of the best DOOH examples that demonstrate just how powerful this medium can be when it’s used with purpose and imagination.
1. British Airways – “Look Up” Campaign
One of the most iconic and arguably one of the best DOOH examples in recent memory comes from British Airways. In the heart of London, near Piccadilly Circus, they installed a digital billboard that pointed people to the skies.
The creative execution was remarkable. A child on the screen would ‘look up’ and gesture toward a real plane flying overhead, and the screen would display the flight number and its origin. This was made possible by integrating real-time flight data, making the billboard feel alive and responsive.
What made this campaign stand out wasn’t just the novelty — it was the emotional reaction it evoked. It reminded people of the wonder of flight and subtly linked that feeling back to the British Airways brand. It’s a brilliant demonstration of how real-time technology can transform a passive screen into a meaningful experience. It’s a clear front-runner among the best DOOH examples in terms of storytelling and audience connection.
2. McDonald’s – Weather-Responsive McCafé Ads
Another campaign that comfortably earns its place among the best DOOH examples is McDonald’s clever use of weather-based content to promote its McCafé range. Rather than displaying a fixed message, these digital billboards reacted to the live weather conditions in each location, ensuring the content was always timely and relevant.
On a chilly, grey day, you might see a steaming cup of coffee accompanied by a message inviting passersby to warm up. But when the sun came out and temperatures rose, those same screens would switch to display images of ice-cold frappés and smoothies instead.
This campaign is a masterclass in context-aware advertising. By aligning their products with the weather — something everyone pays attention to — McDonald’s ensured their ads were not only seen but felt.
It’s a powerful reminder that relevance drives engagement, and timing can be just as important as the message. This smart and reactive approach undoubtedly places it among the best DOOH examples for brands looking to increase resonance with their audience.
3. Google – “Make the Most of Summer” Campaign
Google’s “Make the Most of Summer” campaign is a shining example of how data and creativity can come together to create one of the best DOOH examples of recent years. Designed to help people enjoy the summer season, the campaign used real-time data to adapt its messaging based on location, time, weather, and even cultural events.
Whether it was recommending the best ice cream in Glasgow or parks near me, the digital billboards reacted to local conditions to deliver truly useful, in-the-moment suggestions. In cities like London, Manchester, and Birmingham, full-motion screens displayed search terms alongside star ratings, opening hours, and directions — all drawn directly from Google’s own Search and Maps tools.
4. Burger King – “Shake’o’meter” Weather-Responsive Campaign
Few campaigns demonstrate creative responsiveness quite like Burger King’s “Shake’o’meter” — a dynamic promotion that adjusted the price of Oreo Shakes based on the outdoor temperature. This clever use of digital signage reached millions and easily earns a place among the best DOOH examples we’ve seen.
In simple terms, the hotter it got, the cheaper the shakes became. When temperatures passed certain thresholds — for instance, above 86°F and then 95°F — the price dropped accordingly. On rare scorchers above 104°F, the shakes were given away completely free. All of this was displayed in real time on nearby LED screens, meaning passers-by didn’t need to check the weather — the promotion was right there in front of them.
What made this campaign particularly effective was how it aligned perfectly with mood and circumstance. On hot summer days, people are naturally drawn to frozen drinks, and Burger King met that desire with an irresistible offer, dynamically adapted and visibly advertised through DOOH.
5. Nike – 3D Air Max Day Billboard
For the final entry in our roundup of the best DOOH examples, Nike turned heads — and screens — with a jaw-dropping 3D billboard to celebrate the 35th anniversary of Air Max. This wasn’t just an ad; it was a moment.
To mark Air Max Day, Nike unveiled a 3D digital out-of-home campaign in Shinjuku, one of the busiest train stations in the world. The billboard featured a giant Nike shoebox bursting open to reveal rotating displays of iconic Air Max styles, designed to look like oversized balloon floats inspired by parade imagery.
The creativity didn’t stop at visual spectacle. The team behind the campaign aimed to capture the imagination of sneaker fans both on the street and online. The campaign wasn’t just a physical installation; it was built for viral impact.
Bring Your Message to Life with Expert Media
From British Airways’ flight-tracking billboard to Nike’s immersive 3D Air Max celebration, these five campaigns showcase the versatility and impact of digital out-of-home advertising.
At Expert Media, we pride ourselves on bringing this level of innovation and strategic thinking to every campaign we deliver. Our fleet of cutting-edge DigiVans, equipped with high-resolution screens and full-motion video, allows us to create dynamic, mobile campaigns that reach your audience where they are — with precision, clarity, and creativity.
If you’re looking to elevate your brand with advertising that moves — literally and figuratively — we’re here to help. Get in touch with our team to discover how Expert Media can craft a DOOH campaign that drives real results and leaves a lasting impression.