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OOH Vs. Digital Advertising: A Quick Comparison

Apurva Pathak | June 22, 2022 | 726 views | Read Time : 02 min

OOH
Effective marketing is the lifeblood of every company. From the 1800s, when billboards influenced audiences to buy a certain soda, to today when an ad on social media can make people spend thousands of dollars, marketing has come a long way.

The success of the internet has opened new doors for advertisers and marketers. Companies cannot afford to ignore the lucrative online audience that is always available. Despite this digital advertising boom, out-of-home advertising (OOH) remains a popular and effective medium to influence customers. Figuratively, OOH and digital advertising are at war to claim supremacy. B2B marketers need to determine which is the better choice for their businesses.

Let us look at what OOH and digital advertising entail.


Out of Home Advertising: Promising Impact

Any advertising material promoting a business and displayed outdoors counts as OOH advertising. Billboards, vehicles, walls and benches are the common tools that advertisers use to promote products and services across cities. More recently, tactics like flash mobs and digital dashboards have added frillsto OOH advertising.

Companies are swiftly transitioning from traditional advertising to digital advertising. However, OOH advertising brings in a huge audience. For example, if you book a bus bench in Los Angeles to advertise your product, over 35000-50000 people might look at your ad. Netflix ran an interesting OOH campaign in France. It placed a digital screen on the outdoor boards that displayed GIFs of their original shows. These GIFs were reactions to events happening in France. When France was kicked out of the World Cup, the GIFs garnered attention and helped viewers remember Netflix.


Digital Advertising: Broader Demographic

Digital advertising is the way of the future. While it does not eliminate the power of OOH advertising, it does bring in a broad demographic online for most of the day. In addition, digital advertising is efficient when it comes to driving sales and revenue because digital ads go beyond advertising through personal engagement. According to Upward Labs, a highly recommended share can increase a product's value by an average of 8.8%.

Internet tools and social sharing get the audience involved in conversations and influence their buying decisions. As a result, it is easier to target the right audience when running a digital ad campaign. According to a study by Marketing Land, digital advertising is five times more effective than direct mail in terms of cost-per-conversion. Digital advertising hits a few snags, like ad clutter, ad fraud, ad blockers, and bot farms, but advertisers cannot deny how broad a demographic it reaches. Moreover, its influence is easy to track.


Parting Words

Though your digital ads may reach a broader demographic, they may lose impact over time. OOH advertising may be a more natural course to take. However, the demand for “360” marketers is taking the market by storm, so striking a balance between your digital and OOH ad campaigns and, at times, fusing the two can be the right way to go to.

Spotlight

The Tribe

The Tribe is a diverse team of talented individuals who have come together to form an innovative agency. All driven by a single aim; to create loyal followings for our clients’ brands.It was founded in 2007 by like-minded people who held senior positions in big agencies in the UAE and Our vision is to create success through new ways of storytelling. Our mission is to be the best independent agency in the region. Inspired by ‘tribal’ values of loyalty, unity and bravery in a short time we have grown from the four founders who overseas and was born out of the belief that there is a much fresher, inclusive and collaborative way of working. started working from sofas in a living room to a team of over 60 people with offices in Dubai and Bangalore.

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