This is a question of the OOH vs DOOH type, which is now being discussed by everyone involved in advertising. On one hand, digital signs attract attention with dynamic content, but cost more. On the other hand, classic vinyl or paper banners are cheaper and provide a stable presence in the urban environment, but don’t always give the same level of engagement.

 

How to understand what will really work for your brand? In this article, we’ll figure out which format provides better coverage, where advertising is remembered better, and in which cases it’s worth investing in DOOH (Digital Out-of-Home), and when it’s more effective to limit yourself to a static banner of classic OOH.

 

 

What are DOOH media facades and banners?

 

DOOH  media facades are large digital screens built into building facades that broadcast dynamic advertising. They are LED panels that allow the reproduction of bright, colorful images and videos using a digital signage player.

 

A banner is an advertising image printed on a special material – vinyl, paper, or banner fabric. Banners are placed on various advertising structures, such as billboards, supersites, bus stops, and building facades. Banners can be both DOOH advertising and used indoors (for example, in shopping centers).

 

 

Let’s compare advertising on banners and media facades

 

The main difference between banners and media facades is in the format of presenting information.

 

Banners are static images that work due to long-term presence in one place. They don’t require complex technical solutions, are suitable for long-term campaigns, and provide stable contact with the audience.

 

Media facades, in turn, attract attention through dynamic content, high brightness, and the ability to change advertising in real-time. This makes them effective for reaching a wide audience and conducting bright advertising campaigns, but their cost is higher than classic banners. A digital signage player allows easy management of content on such screens.

 

The choice between these formats depends on the brand’s goals, budget, and campaign objectives. Modern technologies, such as pDOOH (Programmatic Digital Out-of-Home), allow optimizing the display of advertising on digital media, using DOOH software to automate the process of placement and targeting of advertising. This greatly enhances the capabilities of DOOH and greatly helps in selling advertising time.

 

 

Availability of advertising format

 

LED billboards are placed only on specially equipped facades, there aren’t that many of them even in million-plus cities. While banners can be placed on a large number of advertising structures or on facades in any populated area.

 

 

Cost and placement term

 

Banners are cheaper to produce and place, suitable for long-term campaigns. LED billboards are more expensive but allow launching advertising for short periods with the possibility of quick content updates.

 

 

Targeting

 

For banner placements, only geo-targeting is available: you can place advertising on a structure located in a location where your target audience frequents. And on screens, using a DSP platform, you can launch advertising targeted by weather, air temperature, time of day, and even traffic situation.

 

On screens, your ad can only “go on air” when all the conditions you set on the service are met (for example, “go on air” only in the interval from 18:00 to 19:00 and if there’s a five-point traffic jam on the road in front of which the screen is located). This helps to save budget greatly, spending it only on truly effective impressions.

When it’s better to use media facades

 

DOOH media facades are better used when it’s important to quickly attract attention and reach a wide audience. They are especially effective in the following cases:

 

1. Launch of new products and promotions – if you need to quickly convey information about discounts, special offers, or limited series of goods.

 

2. Large-scale advertising campaigns – when a brand wants to make a bright and effective statement about itself, especially in large cities with high competition.

 

3. Event marketing – promotion of concerts, festivals, sports events, movie premieres, and shows.

 

4. Flexible advertising management – if it’s important to change creatives, test different formats, or adapt messages depending on the time of day and audience.

 

5. Support for digital campaigns – media facades can complement online advertising, creating an effect of mass brand presence.

 

This format works especially well in busy areas with high foot traffic, where people can notice advertising even in passing. Video wall software allows effective management of content on such screens.

 

 

When to choose banners?

 

Banners should be chosen when long-term presence in one location and stable contact with the audience are important. They will be effective in the following cases:

 

1. Local business advertising – shops, cafes, beauty salons, fitness clubs, auto services, and other points that work for clients from the nearest area.

 

2. Promotion of residential complexes and commercial real estate – banners near construction sites and on billboards near objects attract potential buyers and tenants.

 

3. Navigation and signage – if it’s important to inform about the location of a store, office, or other object (for example, “200 meters to auto service”).

 

4. Long-term campaigns – if the advertisement needs to hang for months without changes and work on recognition.

 

5. Budget saving – if there’s no need for dynamic content and frequent creative changes, a banner will be a more affordable option compared to Digital Out Of Home (DOOH) and video advertising.

 

This format is well suited for companies that want to establish themselves in a specific location and regularly remind potential customers about themselves. However, for more dynamic campaigns, it’s worth considering using LED screen software, which allows creating more interactive content.

 

 

Unusual ways to attract audience attention

 

For DOOH advertising to really work, it’s not enough to just place it – it’s important to stand out.

 

One way is to use non-standard forms and dynamics. For example, volumetric structures that extend beyond the billboard.

 

Another option is interactivity, where advertising reacts to movement or time of day (for example, on advertising screens, content can change depending on the weather).

 

DOOH advertising (Digital Out-of-Home) opens up new possibilities for creativity. For example, using augmented reality technology, where passersby can interact with advertising through their smartphones.

 

Another effective method is creating advertising installations that become part of the urban space. These can be art objects that attract attention and evoke a desire to take a photo, thereby spreading the advertising message on social networks.

How to attract attention with outdoor advertising?

 

In the conditions of information noise, ordinary billboards often go unnoticed. For DOOH advertising to really work, it’s important to use nine non-standard methods.

 

 

1. Use non-standard formats.

 

– 3D elements that extend beyond the structure. For example, advertising for a coffee brand with a giant cup from which steam is coming.

 

– Ambient advertising – integration into the urban environment. For example, drawings on stairs or asphalt that turn ordinary space into an advertising message.

 

 

2. Create dynamic and interactive elements.

 

– Electronic screens that change content depending on time of day, weather, or movement. For example, umbrella advertising that activates during rain.

 

– Interactive surfaces that allow people to interact with advertising – press buttons, scan QR codes, change images.

 

 

3. Choose the right place.

 

Focus on locations where your target audience spends a lot of time: transport stops, entrances to shopping centers, business districts.

 

Consider the direction of movement: if your advertising is designed for drivers, it should be visible from the road, and if for pedestrians – placed at a convenient level.

 

 

4. Use emotions and context.

 

Good advertising should not just inform, but evoke a reaction: surprise, smile, interest. Contextual advertising always works better – for example, gym advertising on stairs with the inscription “Time to start training”.

 

 

5. Make advertising useful.

 

Information structures: branded benches, charging stations, or navigation with the company logo. If advertising brings benefits, it is remembered better.

 

 

6. Use technological solutions.

 

DOOH networks allow creating dynamic content that can be quickly changed depending on circumstances. DOOH Display Solutions can include touch screens, face recognition cameras for personalizing advertising, or even motion sensors for interactive interaction.

 

 

7. Integrate online and offline.

 

Use QR codes or NFC technologies to link physical advertising with digital content. This can be a link to a special promo page, AR experience, or social media campaigns.

 

 

8. Create serial content.

 

Develop a series of related advertising messages that tell a story or create intrigue. This encourages people to look for the next part of the ad and maintains interest over a long period of time.

 

 

9. Use analytics for optimization.

 

Modern centralized video management systems allow collecting data on the effectiveness of various advertising messages and optimizing content in real-time.

 

The main thing is to make sure that advertising not only is present in the city but becomes part of its life. Then it will work not only for reach but also for audience engagement.

Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

 

Contact us and we will help you implement the most modern technologies to solve your problems!