Outdoor advertising has evolved significantly, opening a range of possibilities in both its traditional and digital formats. In this new post we are going to explore the differences between OOH (Out Of Home) advertising and DOOH (Digital Out Of Home) advertising. We will highlight the key concepts and unique benefits that each brings to the range of advertising strategies.
What is OOH advertising?
It covers all those advertising media that we find outside our homes. This type of advertising includes:
- Billboards
- Mupis (urban furniture for the presentation of information)
- Advertisements at bus and subway stops
- Posters and banners
- Vehicle advertising
Among the benefits of OOH advertising, we can highlight:
- Mass reach: By being located in high-traffic areas, billboards and posters can reach a vast and diverse audience.
- Permanence: OOH ads are typically visible for long periods, reinforcing the message through repetition.
- Cost effective: For long-term campaigns, billboards can be more cost-effective compared to other media.
- Non-invasive: By not requiring public interaction, it does not interrupt the daily experience, generating a positive perception.
What is DOOH advertising?
It represents the digital version of outdoor advertising. Use digital screens to display dynamic and customizable ads in real time. Examples of DOOH advertising include:
- Outdoor digital screens
- Interactive kiosks
- Screens in public transport
- Projections and holograms
Among the benefits of DOOH advertising we can find:
- Interactivity and dynamism: Ads can be updated in real time, allowing instant adaptations and interactive content.
- Advanced Targeting: Using data, ads can be personalized based on location, time of day, and audience demographics.
- Visual impact: The high quality of digital screens and moving elements capture attention more effectively than static formats.
- Precise measurement: DOOH technology allows detailed tracking of views and engagement, offering precise metrics on campaign performance.
Key differences between OOH and DOOH
- Format and technology: OOH uses physical media, while DOOH employs digital screens with advanced display and refresh capabilities.
- Flexibility: DOOH offers unparalleled flexibility, allowing for rapid changes to content, something OOH cannot match.
- Interactivity: DOOH can interact with viewers using touch and sensor technologies, offering personalized experiences.
- Cost and production: DOOH content production can be more expensive due to its digital nature, although the investment can be offset by the ability to measure and adjust campaigns in real time.
Both forms of outdoor advertising, OOH and DOOH, have their place in modern marketing. OOH advertising remains a solid option for long-term campaigns and to reach a mass audience without interruptions. On the other hand, DOOH advertising offers flexibility and dynamism that can maximize the relevance and impact of the advertising message in real time.
The choice between OOH and DOOH will depend on the specific objectives of the campaign, the available budget, and the need for interactivity and precise measurement. The ideal is to consider a hybrid strategy that combines the best of both worlds, thus achieving comprehensive coverage and greater resonance with the target audience.
In short, the evolution of outdoor advertising presents us with an exciting panorama, where technological innovation and the proven effectiveness of traditional methods come together to create more impactful and memorable campaigns.
Photo credit: Pinterest
