Picking the right billboard advertising medium can be tricky, especially with all the latest buzz on digital out-of-home (DOOH) media. Let me clear things up a bit.
Out-of-home (OOH) advertising is a marketing medium that reaches consumers while they are outside their homes or “on the go” in public places. OOH is best utilised for delivering large messages, increasing brand awareness, and supporting omnichannel campaigns.
Digital out-of-home (DOOH) advertising is a subset of the OOH industry and is comprised of electronic messages that are displayed on various digital media. Traditional billboard advertising uses static posters that remain in one place. They may be mounted at a busy intersection, above a highways, on a building, etc.
Typically, static billboard signage is made out of waterproof vinyl. Digital billboard signage is the same, but they’re computer-controlled electronic displays with technological capabilities. They are primarily large televisions or LED screens. The following are points of comparison:
To start, static billboard advertising is a mature market. It is the oldest form of advertising, dating back to even ancient Egypt. On the other hand, LED billboards are still relatively new and in a developing market.
Static billboards have more standardized pricing and routine installation. They are low-tech and low-cost. On the contrary, pricing for digital billboard advertising varies tremendously from supplier to supplier. As more technological advancements are made, digital OOH is quickly becoming as competitively priced as traditional print OOH. For example, Pattison Outdoor, Canada’s largest outdoor advertising company, converted their billboards to LED’s , which lowered their electrical consumption by 66% – equivalent to taking 931 homes “off the grid” each year.
When you are advertising on a paper billboard, you aren’t competing with another’s space. However, with digital billboards, your advertisements are displayed on 6-8 second slides. This means you will need to enter a partnership with other advertisers or media buyers beforehand. It also says you will be potentially competing for having a “better” ad. You also may be concerned about whether or not your ad will be screened while potential viewers walk or drives by.
A significant benefit to digital billboard signage is that you can change your ad whenever you please with little hassle and little cost. This is especially useful for seasonal campaigns or short-time offerings. To do this on a static billboard, you would have to pay for installation and printing.
Traditional print billboards raise environmental concerns because they can’t be reused or recycled. Generally, after a month of use print billboards don’t generate as much attention as when initially installed. One study found that the number of impressions logged by a static sign peak substantially on the first day, before dropping off dramatically over the next week, and eventually being transported to landfills in a relatively short period of time.
Digital billboards, however, eliminate this problem. They have the ability to display multiple ads per day, which keeps the number of impressions generated high. They also reuse the same billboard over long periods of time and increase the sustainability of out-of-home advertising overall.
This may be something to consider if you position yourself as a green company.