OOH OR DOOH – What’s it all Mean?
OOH represents Out-of-home media advertising, focused on marketing to consumers when they are “on the go” in public places, in transit, waiting (such as bus depots), and/or in specific commercial locations, such as a retail venue. OOH advertising formats fall into six main categories: billboards, street, roads, highways, transit, and alternative. So what does DOOH stand for? ….. that would be Digital out-of-home advertising, referring to digital dynamic media shown across placed-based networks in venues including, cafes, bars, restaurants, sports grounds and arenas, petrol stations, supermarkets and public spaces. DOOH can be defined by two main platforms, digital place-based networks and digital billboards & signage.
Recently Phantom have been delving into a few stats on traditional vs digital and they have come across new analysis from Britain backing up what we’re seeing in here in New Zealand. Heavy investment in digital screens is driving growth in the Out Of Home sector with the latest report from media analytics firm Route re-affirms OOH as the most wide-reaching medium in the country, with a staggering 98% of the country reached very week. Digital screens are up 50% year on year in Britain and while we don’t have figures for New Zealand, a drive around your local town will confirm the presence of digital screens where static billboards once reigned.
The report also acknowledges the strength of traditional posters, stating “Despite the heavy investment in public screens, it’s not the only weapon in out of home’s armoury. Posters will still continue to deliver significant audiences as they are being displayed 100% of the time and a trusted poster still offers advertisers an effective means of reaching ubiquitous cover across a week.”
However, with that said there is room for all kinds of OOH executions – the more the merrier. Smart media buying can target the audiences you want, with thousands of sites available year-round.
As Phantom and the British have recently confirmed, “While digital continues to take the limelight, the strength of traditional poster sites is not diminished and will still remain a viable option for brands wanting to efficiently engage with mass audiences.”