Traditional vs. digital outdoor advertising - Encyclomedia

Traditional vs. digital outdoor advertising

It’s 2020 & Outdoor Advertising is here to stay
February 8, 2018

Traditional vs. digital outdoor advertising

Outdoor advertising is a traditional form of offline advertising that advertises to mass audiences targeting pedestrians and drivers with large format billboards. Billboards have types that vary in shape and size and are located alongside busy roads, highways and suburbs depending on their visual field.

Starting from the early 19th century, billboard advertising was the most common practice of offline media. It has become very popular in the 21st century and was recognized as OOH (Out Of home) designed to reach people while in their everyday environment spend more time outside their homes and offices. OOH has increasingly become the channel that gives brands the opportunity to reach a wide audience. 

However, disruptions in technology has boosted the level of creativity in advertising that has not foreseen such a future in the past few years. The dominance of online media advertising and technological innovation has called for OOH advertising to bring in the key element in the present-day advertising world, which is “digital”.

Digital OOH offers better visibility and attention-grabbing elements through exhibition of animated pictures, videos and running texts. Digitalization is predicted to rise 38.3% by 2023, Ads are 100 percent viewable to customers, which means ads are twice as likely to be seen and are 2.5 times more impactful than static OOH ads.

One of the key growing importance for out of home advertising is raising the standards for sustainability, which represents a real culture shift for brand strategy. Innovation is always advancing, according to a new study report from J. Walter Thompson Intelligence, 83% of consumers would pick a brand that encourages sustainability in companies that build it into their core strategies, whom are outperforming other industries that fail to show leadership.

Brands and ooh are changing the way their delivering their messages due to the over view results of location specific messaging data analytics, which is the gap between digital and offline advertising. Location intelligence can drive multiple decisions in marketing and business, such as helping brands answer multiple questions through consumer insights.

Understanding how to use location data to determine where to engage certain audiences; brands can then follow the target audience and understand their real world interests. The advantage of out of home digital allows to monitor, track, modify and manage content in real-time with the growing demand of businesses for faster accessible content.