Big Happy, known for its high-impact, mobile-first rich media advertising, has officially launched its 3D Digital Out-of-Home (DOOH) division. This strategic move expands its creative-first approach into a fast-growing medium that plays a pivotal role in full-funnel brand strategies. The new unit will be led by Gabby Stoller, a seasoned executive who previously helped scale Walmart’s retail media and Vistar Media’s DOOH operations.
1. Strategic Expansion Beyond Mobile
- First major growth move outside mobile advertising for Big Happy.
- Mobile business already supports 300+ brands like Coca-Cola, Verizon, and the US Army.
- Revenue up 132% YoY in 2025, signaling strong market traction.
2. Leadership and Expertise
- Gabby Stoller appointed as GM of DOOH.
- Brings experience from Vistar Media and Walmart’s digital/retail media leadership.
- Will lead a cross-functional team spanning creative, sales, and client services.
3. The Vision for DOOH
- Big Happy aims to raise the creative standard in DOOH through:
- Proprietary creative tech
- Custom formats
- Fast production workflows
- Focus on motion-driven storytelling, contextual relevance, and design precision.
4. Differentiation From Traditional DOOH Vendors
- While others sell screen access, Big Happy delivers high-impact creative.
- Positioning DOOH as a “stage for immersive, animated creative” vs. basic resized assets.
- Ad server adaptation from mobile to DOOH enables speed and high-fidelity output.
5. Market Potential and Timing
- DOOH market projected to double from $9.13B in 2025 to $18.24B by 2030.
- Retail DOOH screens becoming more widespread across Walmart, Target, and Kroger.
- Brands increasingly view DOOH as critical to retail media and full-funnel strategies.
6. Full-Funnel, Omnichannel Execution
- Integration with private marketplaces (PMPs) for synchronized campaigns.
- Combines DOOH and mobile retargeting for enhanced reach and effectiveness.
- Pairing DOOH with mobile increases reach by up to 303%.
- Engagement lifts of up to 46%, according to Broadsign.
7. Client Testimonials & Validation
- Celsius Holdings: Seamless collaboration, enhanced brand messaging.
- RVA Media Group: Ease of innovation, measurable results beyond media metrics.
- Highlights Big Happy’s agility in co-creation and measurement across formats.
8. Core Principles Driving DOOH Rollout
- Creative-first: Eye-catching design is paramount.
- Full-funnel: Connect in-store awareness with mobile reinforcement.
- Innovation-driven: Adapt mobile creative excellence to the emerging DOOH frontier.
Big Happy’s DOOH launch is more than an expansion—it’s a creative revolution in outdoor advertising. With seasoned leadership, cutting-edge tech, and a proven mobile playbook, Big Happy is redefining what brands can expect from DOOH: not just visibility, but unforgettable visual impact and brand lift. As the medium evolves, Big Happy stands ready to lead with bold creativity, performance, and precision.
