Social Goes Street-Level: Top Social Media Platforms Are Tapping Into The Power of DOOH

The boundaries between the digital and physical worlds are disappearing. As consumer attention is becoming more difficult to capture, social media platforms like Meta and TikTok—are expanding beyond online channels to reach new users in real-world environments.

Social media platforms have historically been the gatekeepers of digital engagement, thriving within their own ecosystems. But as advertising costs rise, privacy restrictions tighten, and online competition becomes fiercer, even the biggest social media networks are looking to Digital Out-of-Home (DOOH) as a high-impact way to connect with new audiences in the physical world. In fact the world’s biggest social media platforms, including Meta and TikTok are top advertisers on the Smartify network. 

Why Social Platforms Are Turning to DOOH

Social media platforms like Meta and TikTok have built vast, engaged communities, but to continue growing, they need to reach new users beyond their own apps and digital ad networks. DOOH offers them a scalable, data-driven solution to amplify brand awareness and drive engagement in ways digital channels alone cannot.

“Social media platforms are increasingly leveraging Digital Out-of-Home (DOOH) to extend their influence beyond the screen, capturing real-world attention in a brand-safe, immersive way. Smartify’s street-level urban panels and diversified retail media network allow them to reach highly targeted audiences in contextually relevant environments at scale that they can’t get to purely online.” — Joe Kunigonis, CEO, Smartify

The DOOH Advantage for Digital-First Brands

Here’s why digital-first brands are integrating DOOH into their omnichannel strategies:

- Expanding Beyond Walled Gardens
Social platforms excel at keeping users engaged within their apps, but DOOH provides an opportunity to connect with potential users who may not be active on their platforms.

- Breaking Through Digital Fatigue
Consumers are inundated with social and digital ads. DOOH creates high-impact, real-world touchpoints that cut through the noise and capture attention in ways that digital alone cannot.

- Privacy-Compliant Audience Targeting
As third-party cookie restrictions limit online tracking, DOOH offers powerful audience-based targeting and attribution solutions—without relying on personal data.

- Seamless Omni-Channel Integration
DOOH is no longer a standalone medium; it integrates seamlessly with digital campaigns, driving online engagement through QR codes, geofencing, and retargeting strategies.

- Real-Time Content Optimization
Programmatic DOOH enables brands to adjust messaging dynamically based on audience demographics, time of day, weather conditions, and more—maximizing relevance and impact.

- Bridging the Online-Offline Experience
Whether driving app downloads, promoting new content, or encouraging user-generated content, DOOH provides an interactive extension of digital campaigns.

• How Social Platforms Are Using DOOH

Leading social media companies are already harnessing the power of DOOH to engage audiences in fresh and meaningful ways:

- Meta has launched DOOH campaigns to promote new platform features and reinforce brand positioning in high-traffic urban environments.
- TikTok leverages DOOH to amplify trending campaigns, showcase creator content, and drive app downloads in key markets.
- Snapchat integrates DOOH into its marketing mix to engage Gen Z audiences with interactive and dynamic storytelling.

The Future of Digital-First Advertising

As the advertising landscape evolves, even the most digitally native brands recognize the power of real-world engagement. DOOH is no longer just an extension of digital media—it’s a fundamental component of the modern omni-channel strategy.

For brands looking to grow beyond their own platforms, the message is clear: The future of advertising isn’t just online—it’s everywhere.