| 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. |
