Much like the ever-changing media landscape, the OOH industry is similarly evolving, with technological advancements giving brands a more varied choice of formats.

Digital OOH is generally considered more impactful as there is greater flexibility in the campaign periods that can be bought, and it is becoming increasingly advanced in its targeting capabilities as it moves towards a more programmatic buying model.

So, with what digital OOH can offer, does traditional ‘paper’ OOH still have a place on the media plan?

The answer of course is yes! Traditional OOH still represents 88% of the OOH market and thus can reach areas that digital cannot. Digital is becoming more prevalent within city centres and commuter hubs as media owners look to maximise revenue on high-traffic sites. But, for now, to get a balanced geographical campaign coverage, the use of both paper and digital is needed.

Traditional and digital OOH can also be used to complement each other and deliver a strong combination of reach, frequency and impact. Cost efficiencies on paper OOH will often lead a brand to prefer the more traditional formats to drive the bulk of the reach and frequency but a few well-placed large-format digital sites can bring a campaign to life, increasing the impact and profile of an OOH campaign. Clients are then able to ‘tick off’ two of those ever-present KPIs – maximise reach and frequency and bring ‘fame’ to their brand.

Dan Chisnall

Account Director