The winning formula: How DOOH is empowering small businesses

The winning formula: how dooh is empowering small businesses 

In a market where every rupee or pound counts, small businesses are constantly searching for ways to maximize their visibility without stretching limited budgets. While digital and social media have dominated conversations, digital out-of-home (DOOH) has quietly emerged as one of the most powerful and accessible tools for growth. Matthew Dearden, CEO of UK-based Alight Media, shared his perspective on why DOOH is becoming a game-changer for small businesses. 

High visibility: the game changer 

One of the most compelling advantages of DOOH lies in its reach. “A staggering 96% of the UK population sees outdoor advertising every week,” Matthew noted. Billboards, bus shelters, and screens in high-footfall zones act like a loudspeaker in the busiest part of town, broadcasting messages to thousands daily. For small businesses, this level of exposure can mean the difference between being overlooked and being noticed. 

Budget-friendly: accessibility at the core 

For Matthew, the biggest misconception is that OOH and DOOH are reserved for big brands with deep pockets. “In the world of small business, every penny counts. That’s why one of the key advantages of DOOH advertising is its flexibility to suit any budget,” he explained. Alight Media, for instance, works with clients with no minimum order value and supports a wide range of budgets. Whether measured on a time-specified basis or CPM, the medium allows small businesses to leverage professional outdoor advertising without breaking the bank. 

Flexible and targeted: the precision tool 

Beyond affordability, Matthew emphasized that DOOH brings precision into play. Businesses can opt for short- or long-term contracts and align campaigns with seasonal or specific business needs. With geographical and demographic targeting, ads reach the right audiences at the right place. Even better, day-parting and creative flexibility let brands tailor messages for different times of the day. “This level of control allows small businesses to make the most of their budget and maximize their advertising impact,” he said. 

Gold standard customer service 

Alight Media’s approach underscores the role of support in helping small businesses succeed. Matthew pointed out that their direct sales team goes beyond selling ad space: they guide clients on creative design, budget planning, and the selection of billboard types and locations. This holistic involvement ensures campaigns are not just executed but optimized for impact. 

The winning formula 

DOOH brings together visibility, affordability, flexibility, and support in one package. According to Matthew, this combination is why more and more small businesses are choosing to explore outdoor. “Digital out-of-home advertising offers a powerful and cost-effective way for small businesses to reach their target audience. With its high visibility, budget-friendly options, flexible targeting, and gold standard service, it’s an advertising method worth considering,” he concluded. 

For small businesses balancing ambition and constraint, the message is clear: DOOH isn’t just for the giants anymore — it’s the winning formula that can help level the playing field.