Differences between OOH and DOOH advertising and the Internet, radio, POS advertising
When it comes time to choose a form of advertising, you may have trouble making a decision. Because what to choose? OOH or DOOH advertising or on TV? Or maybe an online campaign? In this article, we will help you spot the differences between OOH advertising, advertising in classic media and POS advertising.
What is POS, OOH and DOOH?
Let’s start by quickly explaining the necessary concepts
OOH means out of home. All forms of advertising that you may encounter in the city. Billboards, posters, banners, signboards, advertising on buses and trams, large-format advertising, as well as murals and non-standard, ambient advertising in urban space. . These are the forms that convey advertising in a way other than television or the Internet and are primarily available outside the place of residence.
DOOH – digital out of home – is an extension of OOH with the addition of (D)igital, i.e. a form of outdoor advertising, but in electronic form. This includes large screens, digital media that display advertisements on bus shelters, as well as all screens, e.g. in medical facilities, on buses, trams, universities and/or in shops and airports.
POS, i.e. points of sale. These are all things that are supposed to support the sale of specific products or services in places where they are available. These include leaflets, stickers, stickers on counters, as well as various types of stands that you can find in stores. POS advertising is classified as OOH, but its effectiveness is completely different.
Everyone knows perfectly well what internet, television and radio advertising is, so we won’t explain it 😉
The difference between OOH and DOOH and other forms of advertising
Apart from the forms in which advertisements are presented, there are many more differences regarding them. However, let’s focus on what is most important, i.e. range. Building brand awareness and selling the products or services provided depend on it.As a potential viewer, you have no influence on what the advertising block will look like. Advertisers want to reach as many people as possible, which is why they decide to broadcast ads during the most frequently watched programs, because they can reach millions of people within 30 seconds. However, we know well that TV advertisements are the perfect moment for the viewer to go to the kitchen for another drink, make something to eat or take a break to use the toilet. TV commercials are often overlooked. Radio advertisements cannot be easily avoided, but short voice messages significantly limit interaction with customers. Using only one sense means that advertising reaches the recipient’s consciousness less easily. Especially if you listen to the radio while doing other activities. Even when driving in a traffic jam, you can “switch off” for a moment. The ad will go completely unnoticed.
Therefore, we recommend that you consider advertising on external media, i.e. OOH and DOOH, in your advertising campaigns. The former also includes various types of POS advertising, but it also has some drawbacks. Because even though it is located exactly where the product can be purchased (in sales points), it still limits the reach. If you don’t go to the store, the ad won’t be noticed. Additionally, all its forms are considered to be of low durability, e.g. leaflets. If you decide to advertise POS in a store, e.g. in the form of a product stand, you must take into account that apart from you, other companies will also advertise in this way. While in every medium you have competition in advertising, in a small store space your stand may go unnoticed. A consumer focused on looking for specific products will not look at every single new shelf.
On the Internet, the brain has trained its eyes to effectively avoid advertisements, and various plug-ins have been created to block them, which effectively limits their reach.
The situation is different in the case of advertisements placed in the city or on public transport. Limited space on the bus due to rush hours encourages you to pay attention to what is displayed on the screens suspended from the ceiling. In such situations, they provide entertainment for the passenger and the advertisement is perceived better than in its classic form. Billboards or spectacular large-format advertisements have a large form and are difficult to miss, and we can safely say the same about advertisements on buses.
Which form of advertising should you choose?
As you can see, there are many advertising options, and each of them has its advantages and disadvantages. What we, as the Be Media advertising agency, recommend is, first of all, carefully analyze your needs. What is the goal of the advertising campaign? Who is his advertising aimed at? Am I building brand awareness or selling a specific product? Only after defining the goals is it possible to select the best form of advertising.
Be Media specializes in all forms of OOH and DOOH and City Transport advertising. We know perfectly well the benefits of outdoor advertising. We help companies adapt existing advertising materials to new media, and we also create a campaign from the very beginning. We support mixing advertising forms so that one leads to the other, creating interaction between the seller and the buyer.
Do you want to see how effective we are? Take a look at our portfolio and then write to us to learn the details of cooperation.