In an earlier article, we explored the transformation of the out-of-home advertising industry. The potential in the industry is undeniable. But can digital out-of-home be the up and rising nemesis of digital advertising?
Digital advertising and digital out-of-home (DOOH) exist on different spaces. Digital advertising takes place in the digital world while DOOH, in the real world. Albeit both being advertising mediums, they are not the same.
Affordability
When it comes to affordability, DOOH can potentially burn a big hole in your pocket.
In Singapore, renting a 30-second OOH placement ranges from $10,000 to $15,000 per month. This excludes additional charges for miscellaneous services. Results are not guaranteed with the money spent. Just because your competitor’s billboard ads is doing well does not mean it will bring you the same benefits.
On the other hand, having the same 30-second ad on digital platforms can be more cost-effective. With the limited budget, you can look at tweaking audience sizes or ads placements in order to filter unnecessary impressions and focus on those that matter.
Targeting Options
DOOH offers a myriad of targeting options for advertisers. The targeting options range from time and current weather to number of people viewing the billboard. With DOOH, it is possible to display ads only to highly specific audience profiles. There are also tools that provide advertisers with targeting insights based on data collected.
On the other hand, audience targeting in digital marketing may be more ambiguous. The targeting options include the basic demographic data, and other factors such as interests and job titles. While there are merits to targeting options in digital marketing, factors such as interests can be very hard for advertisers in the B2B industry. Unlike B2C industries where consumers’ interests can be deduced, who knows what interests a potential B2B client?
Content is King
DOOH has great flexibility when it comes to content. There is the option to use static visuals, image gallery, or short videos. However, in the world where content is king, one crucial shortcoming of DOOH is its inability to play videos with sounds. Will DOOH be able to move beyond soundless displays?
Picture Credit: Pinterest
Digital advertising, on the other hand, enables advertisers to experiment with all types of content. It opens up a world of possibilities, helping advertisers create more immersive ad experiences. Compared to DOOH, digital advertising is definitely a more conducive platform for interactive and AR ads.
Complementary Mediums
There are pros and cons in both DOOH and digital advertising. Instead of evaluating both mediums as substitutes, try to look at how they can complement your overall marketing strategy.
