DOOH + Mobile Retargeting: Someone Sees Your Billboard → Retargeted on Their Phone Within 30 Minutes

Several DSPs including Vistar Media and StackAdapt now offer "DOOH-to-mobile" sequential retargeting: when a digital out-of-home ad plays on a screen (billboard, transit panel, mall display), the system records the anonymised mobile device IDs detected within a defined radius of that screen at the time of play. Those devices are then added to a retargeting pool for mobile ad delivery on social platforms.

The result: a person walks past your digital billboard near the gym, sees your fitness studio ad, and within 30 minutes receives a follow-up ad on Instagram or Google showing the same offer with a "Book Now" button. The one-two punch of OOH awareness followed by digital action has been shown to increase conversion rates by 28–35% compared to either channel alone, according to Nielsen OOH studies.

For local businesses, this capability is now accessible through programmatic DOOH platforms without enterprise budgets. The mobile retargeting portion runs through the same Meta Ads or Google Ads accounts the business already uses — the DSP simply passes the device ID pool as a custom audience. Setup requires connecting your DOOH campaign to your Meta or Google account, which takes about 30 minutes.