Out-of-home advertising (also referred to as OOH) is essentially any type of advertising that reaches the consumer while he or she is outside the home (or office). This is in contrast to broadcast, print, or internet advertising, which may be delivered to viewers out-of-home (e.g. via tradeshow, newsstand, hotel lobby room), but are more-often viewed in the home or office.

Two of the major US industry associations in this space include the much-older Outdoor Advertising Association of America^[2], which covers a broad range of traditional and digital/alternative advertising, and the more-recent Out-of-home Video Advertising Bureau^[3], which is focused on video/digital networks that combine content and advertising, often called Digital Out of Home (DOOH).

A more-recent concept that is gaining traction is that of 'place-based media' -- i.e., the concept of a media channel delivered in a specific environment. This term (sometimes also associated with the concept of 'alternative media') has been used by marketing research organizations, such as GfK^[4], and media organizations covering this market segment, including MediaWeek, which has a place-based news channel^[5]. Place-based media is perhaps best construed to be a segment of the larger out-of-home advertising market, but one difference is that place-based media seeks to deliver both content and advertising in a singular, sponsored 'channel,' whereas out-of-home advertising may not necessarily carry content.

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