Planning for outdoor advertising becomes a bit choosy when you have multiple options for outdoor campaigns. Marketers often get confused which outdoor advertising campaign is best for the brand? and which can give them the best results?
By comparing OOH Vs. DOOH, advertising media it will be easy to execute the outdoor campaign.
As with any type of marketing campaign, thorough planning is critical to ensure that OOH ads are getting maximum return. Like with any marketing channel, begin by choosing your goals for the OOH ads.
1. What are OOH and DOOH?
Out-of-home (OOH) advertising includes any form of visual advertising media a consumer may encounter outside their homes. Out-of-home advertising is a type of visual media that targets audiences wherever they are outside of their homes.
Out-of-home advertising can include billboards, signs inside and outside, ads in roadside furnishings such as bus shelters or benches, transit areas such as airports or rail stations, and location-based advertising media such as what you may see in stadiums or movie theaters. OOH, advertising includes billboards, wallscapes, and posters seen when you are on the go; it also includes place-based media seen at locations such as convenience stores, health centers, salons, and other physical locations.
These are all examples of OOH media, which is taking over advertising industries with innovations seemingly daily. Today’s OOH media offers new technologies, formats, and creative ideas to help advertisers and their agencies push their messages further. With out-of-home ads on display, brands can combine traditional outdoor ads’ emotional power and engaging formats with the effectiveness of other digital channels.
Digital out-of-home (DOOH) advertising is a highly interactive, attention-getting advertising strategy that allows brands to digitize and show off easily digestible content for general audiences. Digital out-of-home advertising is interactive and attractive, empowered with digital channels and elements, and displayed in environments that are easily accessible to the general public. Brands can combine the emotional impact and compelling forms of conventional outdoor advertising with the efficiency of other digital channels with Display & Video 360’s digital out-of-home advertising.
Unlike traditional outdoor ads, digital OOH ads can be cycled and changed throughout a week, a day, an hour, or even minutes, enabling advertisers to better target and reach a particular audience in a particular neighborhood at a particular time. DOOH ads are OOH ads that utilize digital screens rather than static billboards and are placed there through digital advertising platforms.
DOOH Advertising is a marketing channel in which advertising media is displayed dynamically and digitally in public out-of-home spaces. Digital Out-of-Home uses digital billboards, signage, and screens.
DOOH Advertising is a marketing channel in which advertising media is displayed dynamically and digitally in public out-of-home spaces. Digital Out-of-Home uses digital billboards, signage, and screens.
Digital out-of-home advertising offers different benefits than traditional out-of-home offline advertising, using technologies like digital billboards, digital signage, screens, etc.
2. How do displays on OOH and DOOH operate?
2.1 The OOH format is the peak of close-up advertising. Although it is primarily a local promotional medium, this does not exclude the adoption of nationwide advertising efforts, and large companies do not hesitate to use it. OOH, advertising needs some adhesive and the production of a graphic with proportions appropriate for the billboards where it will be shown. All formats have an average OOH posting duration of 7 days, renewed naturally. Over time, OOH advertising is continuously visible to the general population.
For DOOH advertisements, this is not the case. The advertisements displayed on DOOH panels are not “permanent” because they runcontinuously; instead, they alternate with other advertisements in a display loop.
2.2 DOOH Advertising is essentially a process for showing Internet ads on digital billboards, interactive bus stops, and pieces of street furniture supporting the interactive ad display. Whereas traditional OOH ads are static, only changing as a new physical ad is designed, printed, and constructed, this digital ad can change anytime, giving advertisers considerable flexibility.
2.3 The primary difference between these two is that in the case of an OOH advertisement, the advertisement remains fixed over time, featuring the same picture, while in digital out-of-home advertising, the ad is placed on a digital screen, which can show animated graphics and changes in the show throughout time. Because of more capabilities than traditional OOH, Digital Out-of-Home media advertising requires more technical expertise and may have a steeper learning curve.
2.4 DOOH offers advantages over technology used in online display ads, such as targeting and enhanced data on traffic. Still, at the same time, DOOH is entirely impervious to ad blockers, and users cannot skip OOH ads. Because the digital format allows more creatives to share a single media unit, media owners can optimize the revenues of a single unit, selling time on air to more than one advertiser.
3. What are the prices of OOH and DOOH advertising campaigns?
- OOH, and DOOH display costs vary depending on the medium’s nature, but especially on your requirements.
Using the DOOH, you can design a unique campaign for the project and the funds allotted for it while choosing the broadcasting times that you think are most appropriate. Setting up a successful advertising campaign on a tighter budget is very important.
It includes some of the major elements listed below:
- A 10-second visual.
- Shown on 17 screens.
- With 16,700 broadcasts.
- Over 5 days.
Regarding the OOH network, the cost varies depending on how many displays you decide to purchase, i.e., how many panels you want your advertisement to appear on, how big the panels are, and the towns to which they belong.
Digital out-of-home advertising is a new take on OOH that seeks to build on and enhance its foundations. DOOH offers advantages over technologies used in online display ads, like targeting and improved data on traffic. Still, at the same time, DOOH is fully impervious to ad blockers, and users cannot skip OOH ads. DOOH also allows advertisers to vary their messages more often and easily. Display advertising on the DOOH screen has been around since customer data started to power most ad campaigns
audiences, and demand spikes. CPMs calculated for DOOH campaigns include maintenance costs that publishers must pay for maintaining placements, so they are far more expensive than conventional internet ads or OOH posters.
4. How do messaging on OOH vs. DOOH conveyed?
The world is informed of an event minutes after it occurs due to the level of mass communication, which implies that public opinion and mood can change significantly from one minute to the next.
4.1 A DOOH campaign’s real-time nature enables swift changes to advertising in reaction to occurrences. When the marketing environment requires it, DOOH enables marketers to make quick changes, from minor adjustments to a complete campaign shift.
The same idea may be used for other use cases, such as letting companies respond to weather changes to ensure that advertisements are current and relevant.
4.2 One of the best things about DOOH is that the software used to execute these kinds of user-friendly ads allows companies and brands to collect helpful reports, which include key metrics –
like proof-of-plays and incidents reported. With DOOH, we are now able to run videos and short clips in ad campaigns for companies that are reaching millions of people for the first time in advertising history.
While traditional Out-of-Home media uses the open air space to get the word out about your brand, Digital Out-of-Home media takes this to a new level, allowing for customized, interactive content and providing you valuable insights into your audience.
4.3 In recent years, digital out-of-home has solidified OOH’s presence on the outdoor landscape, becoming one of the fastest-growing channels in advertising. Along with increased flexibility and precision of messaging and targeting, purchasing for DOOH is much more aligned with digital marketing operations than traditional OOH. Whereas traditional OOH advertising is static, only changing as a new physical ad is designed, printed, and constructed, digital advertising can change on the fly, giving advertisers considerable flexibility.
5. Targeting on OHH vs. DOOH.
Traditional OOH targeting required advertisers to purchase real estate based on informed assumptions about the potential locations of their target customers. Today, geolocation technology is available to deliver precise, detailed data.
This implies that marketers may target groups as diverse as commuters by overlaying areas of interest, or mapping data, with location data that illustrates how audiences interact with the real world and digital data like demographics, behavior, and past purchases.
As a result, marketing teams can:
- Deploy innovative, highly targeted campaigns to the appropriate consumers.
- Display advertising for a specific audience at particular hours or on particular days depending on high traffic periods for that property.
- Adapt campaigns depending on in-the-moment data, changing the creative or adding or shifting display placements.
- Use the increase in foot traffic and sales to gauge the effectiveness of promotions.
6. Purchasing pattern on OOH vs. DOOH
Traditional OOH purchase is far less compatible than DOOH, along with improved messaging agility and targeting precision.
6.1 Any digital team can include DOOH into their overall digital strategy because of its digital nature. Here is where the actual fusion of the physical and digital takes place.
6.2 Marketing teams should no longer consider OOH separate from their omnichannel marketing approach. The emergence of the granular data described above has made it possible to directly and programmatically purchase DOOH.
6.3 New measuring techniques are far more accurate than before to power and evaluate these purchase decisions. OOH has always been excluded from the omnichannel discussion because of the difficulty in measuring precise outcomes versus foot traffic or sales lift.
6.4 Because you can assess the results and return on investment (ROI), just like with any other advertising item, you can justify the expenditure and open up new budgets; new technologies are now opening up possibilities.
7. Advantages of OOH vs. DOOH
Although we face two distinct forms of communication, both have advantages.
Thus, DOOH advertising stands out for the following factors:
- It does not require a large investment.
- The intersection of mobile devices, the Internet, and social networks
- More enticing interactions for consumers
- Flexible, real-time campaigns that are tailored to the target demographic;
- Access the public anywhere and at any time;
- Advertisements that target certain market categories;
- High-quality content is shown;
- Great ability to draw in and engage the intended audience;
- The promotion of commercials in a variety of media is more effective than static ads.
- Quick access to further product details
- The ability to administer material remotely
- The measurement of the audience
- The ability to verify proof of play.
OOH, advertising provides additional advantages:
- More reasonable costs;
- Billboards may not be shared with other marketers;
- Wide audience – millions of people pass by the same locations every day, and regardless of how preoccupied they are with their obligations, the impact these messages make when their paths meet is unmistakable;
- Power of effect – external advertising now emerges as a substitute for companies to be present in people’s everyday lives at a time when everyone has access to ad blockers on the Internet;
- Effective for segments or large distribution.
2.5. Measure metrics, KPI's and then plan your next campaign
Measuring ROI from your marketing campaigns helps you discover what is working and what is not so that you can expand or optimize your effectiveness. Remember,
the metrics used to measure the ROI for your various marketing channels will vary depending on your goals and objectives
a.By measuring the ROI of your marketing, you will see how well each campaign is performing on the particular metrics that are important for your company. Your marketing team knows exactly how the campaign’s performance will be measured, so the marketing team can focus on finding ways to improve those metrics. To justify your marketing budget, leverage various metrics related to the campaign’s goals.
b. Establishing and measuring success in your marketing campaigns involves using KPIs. Digital marketing KPIs are quantitative metrics that are relevant to your goals
KPIs in marketing reveal how well a particular project and campaign is performing, helping you to decide if it is worth continuing or not.
c. Whatever KPIs you decide on need to be concrete and measurable so that you can track how well the campaigns are performing. Marketing funds should be spent on campaigns that produce positive results, and KPIs help you determine which campaigns are right for focus.
d. Marketers measure and optimize their marketing effectiveness, sales, and engagement, providing an integrated view of the success of a campaign across every point of contact. Marketers can monitor and isolate OOH, attribute online and offline conversions directly, measure real-world ROI with rigorous lift-off analytics, compare relative unit performances, and optimize campaigns to drive better results over time.
Conclusion
It is crucial to stress that OOH communication cannot be updated as easily as DOOH communication since everyone has access to the news in real-time. Because of this, the OOH message must now be planned so that it doesn’t age and lose its appeal to individuals who view it.In this approach, and due to a DOOH campaign’s real-time nature, advertisements may be swiftly modified in reaction to events, saving time and money.
Given the advancement of technology, interactive solutions are gaining popularity. Due to the increased user interaction and the presentation of multimedia material, including animation, video, and music, DOOH communication requires a bigger investment. All of this suggests a more immersive experience, which will have a greater effect on the user.
