How the XR Industry is Revolutionising Advertising: From DOOH to FOOH

Mark Nicoll -

Gone are the days when a static billboard or a repetitive 15-second TV ad was enough to captivate audiences. The advertising industry is embracing a seismic shift, powered by extended reality (XR). Combining virtual reality (VR), augmented reality (AR), and mixed reality (MR), XR is creating mind-blowing, immersive advertising experiences that go far beyond traditional platforms.

In particular, Digital Out-of-Home (DOOH) advertising is evolving into the next big thing: Future Out-of-Home (FOOH), a trend that integrates XR tech into outdoor and online spaces like never before. Think of it as advertising that’s not just seen but experienced. Let’s dive into how XR is leading the charge and changing the way brands interact with consumers.

From DOOH to FOOH: The Next Frontier

DOOH has been a trailblazer in the advertising world. Unlike traditional billboards, DOOH uses digital screens to display dynamic, data-driven ads, often tailored to real-time conditions like the weather, traffic, or even the emotions of nearby audiences. But while DOOH has been successful in engaging onlookers, FOOH promises to crank up the engagement to eleven.

FOOH takes the principles of DOOH and injects them with XR technology, turning what was once a passive experience into an interactive adventure. Imagine:

  • A bus stop ad where you can "step inside" a new car model using your phone’s AR function.
  • A storefront window that transforms into a virtual world showcasing an exclusive sneaker drop.
  • A WebXR app that lets you engage with a brand's mascot right from your smartphone, seamlessly blending the virtual with the real.

These aren’t just ads—they’re experiences.

XR in Action: Elevating the Consumer Journey

What sets XR apart is its ability to merge storytelling with tech in a way that feels intuitive and fun. Here’s how it’s transforming advertising across different channels:

1. Mixed Reality in DOOH Spaces (3D Anamorphic)

XR ads blur the line between digital and physical. Picture walking through Times Square and seeing an AR-enabled billboard where dragons swoop down from the sky or virtual fashion models strut off the screen and onto your Instagram feed. These experiences stay etched in the viewer’s memory, increasing brand retention.

2. WebXR Apps for Seamless Interactions

WebXR is making immersive advertising more accessible. Unlike standalone VR apps, WebXR allows users to experience AR or VR directly from their mobile browsers—no downloads, no fuss. Think virtual product try-ons, interactive games, or immersive brand stories that customers can access with a simple QR code scan.

3. Fun, Interactive Experiences That Resonate

At its core, FOOH isn’t just about delivering information; it’s about creating delight. Ads powered by XR invite consumers to participate actively. Whether they’re scanning a QR code on a digital billboard to unlock a mini-game or using an app to transform everyday objects into brand mascots, these experiences foster a deeper emotional connection.

Why Brands Are All In on XR Advertising

The adoption of XR in advertising isn’t just about looking cool—it’s backed by hard-hitting benefits:

  • Increased Engagement: Immersive experiences grab attention and hold it longer than static ads.
  • Personalization: XR tech allows for tailored experiences, creating ads that feel like they’re made just for you.
  • Sharability: When ads are this interactive and fun, they’re more likely to be shared on social media, amplifying their reach.
  • Data Insights: XR tools can track how users interact with experiences, offering valuable insights into consumer preferences and behaviors.

Real-World FOOH Campaigns to Inspire

Brands have already started leveraging XR to create unforgettable ad campaigns:

  • North Face: Giant puffer jacket wrapped around London's Big Ben, caused a real stir when it launched.
  • Mabelline: Who can forget the London Underground Tube Train with the goat eyebrows and the make up brush!
  • Jacquemus Bags: This awesome camp gain saw the much coveted bags drive down Londons streets!

Each of these campaigns blurred the boundaries of what’s real and virtual, proving that FOOH is more than a concept—it’s the future.

The Future of XR Advertising

As hardware and software continue to improve, expect FOOH to become even more accessible. With devices like AR glasses, more sophisticated WebXR platforms, and faster 5G networks, XR experiences will seamlessly integrate into everyday life. Brands will be able to interact with consumers in ways that feel natural, personalized, and—most importantly—memorable.

This isn’t just the next step for advertising. It’s the leap into a new era where brands and consumers meet at the crossroads of creativity and technology.

Ready to Dive into the Future?

XR technology is redefining the advertising landscape, and FOOH campaigns are paving the way for brands to connect with audiences on a whole new level.

Whether you’re an advertiser looking to push boundaries or a curious consumer, one thing’s for sure: the future of out-of-home advertising is immersive, interactive, and downright exciting.