|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.
|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.
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.