The Digital Out-of-Home (DOOH) Content Revolution

The Digital Out-of-Home (DOOH) Content Is Evolving—And UGC Is Leading the Charge

In a world flooded with polished ads and programmatic targeting, consumers crave authenticity. Enter user-generated content (UGC)—a powerful force already transforming digital and social media landscapes. But now, a new frontier is emerging: the digital out-of-home (DOOH) content space.

Traditionally seen as flashy but impersonal, DOOH content is becoming smarter, more responsive, and—crucially—more relatable through UGC.

This blog dives into how marketers can integrate UGC into DOOH campaigns to maximize engagement, build credibility, and turn passive viewers into passionate brand participants.

Why The Digital Out-of-Home (DOOH) Content Needs UGC Now

The Trust Gap in Traditional DOOH Ads

DOOH content—from urban billboards to transit displays—is eye-catching by nature. But it often lacks the personal resonance that today’s consumers demand. In fact:

84% of people trust online reviews and user content more than brand-generated messages.

UGC improves engagement by up to 28% compared to branded creatives alone.

So why aren’t more brands applying this powerful format to their DOOH ads?

Because it’s new—and the playbook is still being written.

The Case for Integrating UGC into DOOH Campaigns

UGC Makes DOOH Content Authentic, Local, and Human

Let’s break down what user-generated DOOH content actually looks like:

Customer selfies shared after visiting a retail store, shown in a rotating display at nearby malls.

TikTok clips of users unboxing products, projected on LED screens at events or venues.

Social media shoutouts from real users, turned into dynamic quotes on transit DOOH ad panels.

In each case, the result is the same: consumers see people like themselves engaging with the brand. And that builds trust, fast.

The Digital Out-of-Home (DOOH) Content Formats That Work Best with UGC

Where to Display UGC for Maximum Impact

UGC can enhance a wide range of DOOH ad formats, but it’s especially powerful in:

✅ Transit Screens

People commuting or waiting are naturally more receptive to engaging content. User stories or short videos are perfect for this dwell-time environment.

✅ Street-Level Interactive Displays

Screens with touch or motion-sensing can encourage passersby to interact—and even contribute content directly through QR codes or hashtags.

✅ Retail Digital Signage

DOOH content placed near points of sale can show real reviews or social shoutouts, reinforcing trust before purchase decisions.

✅ Event-Based DOOH Ads

Concerts, conferences, and festivals are perfect spots to display live audience content—especially if tied to contests or social shares.

Tools and Platforms for UGC + DOOH Integration

Making the Content Pipeline Seamless

To integrate UGC into digital out-of-home content effectively, you need a process that is:

Legal (rights-cleared content)

Real-time (or near real-time)

On-brand (still visually cohesive)

Recommended tools:

TINT or Pixlee TurnTo: For collecting and curating UGC

Zyper or Taggbox: For managing community-driven content

Broadsign or Vistar Media: For programmatic DOOH content deployment

With these tools, brands can pull content from Instagram, TikTok, or even review platforms—filtering for relevance, rights, and regionality.

Real Examples: UGC in DOOH Advertising Campaigns

The Digital Out-of-Home (DOOH) Content Done Right

🏙 Coca-Cola: “Share a Coke” Goes DOOH

Coca-Cola extended its iconic campaign to DOOH ads by inviting users to upload selfies with personalized Coke bottles. These were displayed on Times Square billboards—live and rotating. Engagement on social media spiked by 25% during the campaign window.

🎮 Xbox: Fan Moments on Game Launch Day

For a new game launch, Xbox showcased UGC clips of gamers’ first reactions on digital screens in NYC and LA. QR codes allowed passersby to watch the full clips or submit their own. The result: higher brand sentiment and 3x longer screen dwell time.

👟 Adidas: “Creator of the Week”

Adidas curated Instagram content from fitness influencers and micro-creators, displaying a “Creator of the Week” across mall DOOH placements. It bridged aspirational branding with real-world user inspiration.

Each of these leveraged the digital out-of-home (DOOH) content channel to display not just polished brand visuals—but real, raw stories that stuck with audiences.

Benefits of UGC-Powered DOOH Content

What Marketers Can Expect

Why should brands shift a portion of their DOOH content strategy toward UGC?

Trust & Authenticity: Viewers see people they relate to—not just actors or models.

Increased Engagement: Scrolling-style content captures attention better than static ads.

Participation & Loyalty: Featuring your customers creates advocates, not just buyers.

Content Cost Savings: Repurposing customer content is often cheaper than full production.

UGC isn’t just a tactic—it’s a creative accelerant for your entire DOOH advertising strategy.

Implementation Strategy: How to Start Today

Adding UGC to Your DOOH Content Pipeline

Here’s a simple roadmap for brands new to this model:

Step 1: Choose Your DOOH Format

Decide whether to launch in transit hubs, retail locations, urban centers, or event-based screens.

Step 2: Define the UGC Theme

Examples:

“Show us how you use ”

“Your best unboxing reaction”

“Tag us at your favorite local spot”

Step 3: Incentivize and Collect

Use hashtags, contests, or giveaways to drive participation.

Step 4: Curate and Moderate

Use a UGC platform to filter for quality, brand alignment, and content rights.

Step 5: Publish, Monitor, and Rotate

Use your DOOH CMS (Content Management System) to update content dynamically—ideally regionally or even hourly based on activity.

The Digital Out-of-Home (DOOH) Content Needs to Feel Human Again

Consumers are tuning out ads that feel fake, staged, or irrelevant. But they’re leaning in to real people, real stories, and real emotions.

The digital out-of-home (DOOH) content that thrives in this next era will be powered by community—not just creative teams.

So, if you’re looking to supercharge your next DOOH campaign:

Start with your audience.

Use their content.

Turn your screens into storytelling platforms.