Comparing Out-of-Home and Digital Out-of-Home

outdoor advertising


Digital Out-of-Home (DOOH) is a modern evolution of OOH, encompassing digital media in outdoor spaces. This can be digital billboards, screens in lifts, airports, and other public places. DOOH offers dynamic content, which can be updated in real-time and can be interactive, offering more engagement. This digital aspect allows for more targeted advertising, often based on time of day, location, or specific events, providing a more tailored advertising experience. DOOH is growing in popularity due to its flexibility and advanced targeting capabilities.
McDonalds billboard


Out-of-Home (OOH) advertising refers to any visual advertising media found outside of the home. This includes billboards, bus stop posters, and transit advertising. It’s a traditional form of advertising that reaches consumers while they are in public places, in transit, or in specific commercial locations. OOH advertising is static, meaning the ads don’t change unless manually replaced.

DOOH & OOH Side by Side

Feature DOOH OOH
Flexibility & Dynamic Content
Highly flexible, allowing for dynamic content changes, sometimes in real-time.
Generally static, with content that doesn't change until manually replaced.
Targeting & Personalisation
Enhanced targeting capabilities, including the ability to change content based on time of day, audience demographics, and even weather conditions.
Limited targeting, usually based on the expected audience in a particular location.
Engagement & Interactivity
Potential for interactive elements, such as touch screens, augmented reality, and integration with mobile devices.
Typically non-interactive.
Cost & Maintenance
Higher initial cost but generally lower ongoing maintenance costs; content can be updated remotely.
Lower initial cost but can have higher long-term maintenance and replacement costs.
Measurement & Analytics
More measurable; can include technologies to track viewer engagement and even demographics.
Challenging to measure effectiveness; relies on estimates of passersby.
Environmental Impact
Less waste produced as content is digital, but energy consumption is a factor.
Can have a higher environmental impact due to the need for physical replacements and materials.
Content Variety & Scheduling
Allows multiple advertisements in rotation, can be scheduled for specific times.
Limited to a single advertisement per display until changed.
Visibility & Attention
Often more eye-catching due to movement and brightness, potentially leading to higher engagement rates.
Can be impactful but competes with other static ads.