You might think that DOOH is just the connected little brother of the OOH format, which is starting to appear on every street corner. But it is not (or almost not). Each medium has its own specificities and advantages that it is interesting to know before jumping headlong into the choice of the medium to adopt. A choice that can determine the future of your advertising campaign. Here is a comparison of OOH and DOOH advertising formats.
Article Summary: What is the difference between OOH and DOOH?
- What is OOH and DOOH display?
- How do OOH and DOOH displays work?
- What are the advantages of OOH and DOOH advertising?
- How much does an OOH or a DOOH advertising campaign cost?
- Examples of OOH and DOOH advertising campaigns
What is OOH and DOOH?
OOH stands for "Out Of Home". OOH advertising simply refers to all advertising that a consumer may encounter outside the home:
- standard billboards
- bus shelter billboards
- advertising in the subway
- posters on vehicles (car, bus)
As far as DOOH advertising is concerned, it is more or less the same thing, but in a digital version. As you can imagine, the "D" stands for digital (Digital Out Of Home). This category includes all outdoors advertisements or displays that use digital devices. These are signs illuminated by LEDs. The typical format is generally a little larger than 2m², they are found for example:
- in the subway ;
- in tunnels: like in Nice with its streetcar stations;
- in city centers ;
- in shopping centers and other store networks: pharmacies, Monoprix, Carrefour City, Nicolas, etc. ;
- in fitness centers ;
How do OOH and DOOH displays work?
The OOH format is the ultimate proximity display. It is a local promotional medium by nature, but this does not prevent it from allowing the implementation of advertising campaigns on a national scale (large companies do not hesitate to use it). OOH advertising only requires the creation of a visual with dimensions adapted to the billboards where it is intended to be displayed, a little glue and that is pretty much it. The average time period of an OOH posting is 7 days for all formats (except in the specific case of buses, for which it can be 14 days), renewable of course. OOH advertising is constantly visible to the public over a given period.
This is not the case for DOOH ads. In fact, the advertisements that DOOH panels broadcast are not "permanent" so to speak, they are constantly alternated by other ads, in what is called a display loop. Each loop lasts about a minute and allows to broadcast a 10-second visual for 6 advertisers. You won't be surprised to hear that communicating in 10 seconds while standing out is a real challenge. Are you ready for it?
As you can see, OOH and DOOH are similar and yet so different advertising media. Neverthless they both must comply with certain regulations.
What are the advantages of OOH and DOOH advertising?
Like any advertising format, OOH and DOOH signs hold advantages inherent to their unique natures. Each medium can meet the specific needs of your campaign, but you still need to know which one to choose.
Here is a comparison chart of the advantages of OOH and DOOH billboards:
|Powerful and Targeted Media - Offers massive national reach, but can also be tailored to have local relevance and to target niche audiences. Can also help with all metrics from driving brand awareness to driving conversion.||Hyper Targeting - More ability to target via demographic, geographic income group etc. Visuals can also be adapted to context and audience.|
|High Impact Media - The most visual media type. Enables life-size and larger-than-life experiences.||Greater Impact - Allows reach content and interactivity with full motion video, real-time content, social media engagement, syncing and touch screen interactivity, AR, mobile to screen and gesture.|
|Unavoidable Media - Unlike other media, OOH cannot be avoided, switched off or thrown away. OOH intercepts not interrupts.||Location-Specific Offers On The Move - Multi-platforming offers to reach people on the move thanks to location data. Links programmatic OOH mobile marketing.|
|Effective Media to Reach Mobile Audiences - Reaches people in the real-world, influencing decisions on their journeys between work, home and entertainment activities, enabling path to purchase.||Flexibility / Real Time Creative - Allowing content to in effect be created and edited in real time in response to data triggers in any and every site location.|
|Cost Effective Media - OOH can have lower cost per impressions than other traditional medias.||Cost Saving and More Sustainable - No production cost and lower technical fees. No materials required so not wastage of materials.|
Source : Définitions Marketing
How much does an OOH or a DOOH advertising campaign cost?
The price of OOH and DOOH displays changes according to the nature of the medium, but particularly according to your needs.
The DOOH allows you to create a customized campaign according to the budget allocated to the project, while selecting the broadcasting schedules that you consider to be the most appropriate. It is quite possible to set up an excellent advertising campaign for a little less than 2,000 € (does not include the set-up fee of about 600 €):
- a 10-second visual
- shown on 17 screens
- with 16,700 logs (logs: broadcast)
- over a period of 5 days.
As for the OOH network, the price varies according to the number of displays you choose to invest in (i.e., the number of panels on which you want your advertisement to appear), the size of these panels, but also the municipalities to which the they belong. The price of a panel can lie somewhere between 40 and 100 € for a time period of 7 days (or 14 days). The average budget determined by Adintime is between 1,500 and 13,000 €.
Exemples of OOH and DOOH advertising campaigns
The Orelsan temporary exhibition between Caen and Paris - OOH
Who said that OOH billboards couldn't be used as a way to display an exposition? It is certainly not Orelsan or the advertising agency Marcel: for the release of the documentary "Orelsan : montre jamais ça à personne" on Primevideo, have set up an ephemeral photo exhibition of 254 kilometers. And this, all along the departmental road D613, linking Caen (city where the French rapper grew up) to Paris. A nice way to present his journey: how Aurélien Cotentin became Orelsan.
Bellman and property management pleasures - OOH
While 45% of co-owners say they are not satisfied with their property management, only 19% intend to change it. Bellman concluded that most condominium owners are, well, masochists.
In a 4 posters campaign (to be taken very lightly) Bellman invites the suffering co-owners to change their real estate manager, unless of course they enjoy it.
House of cards & Netflix - DOOH
For the release of the series "House of Cards", the streaming platform leader deployed a DOOH campaign, with advertising messages programmed in real time and displayed on more than 2,000 screens in various locations: subway, train station, shopping malls, movie theater... A hundred digital visuals have been designed to adapt to the location of the screen, the weather or the current events.
A billboard that only plays for smokers - DOOH
This brilliant ad comes straight from Sweden. The campaign makes the most of the DOOH format by installing a smoke detector so that the ad only starts when smokers pass by.