OOH vs. DOOH: Differences, Similarities and Applications in Retail
INTRODUCTION
Out-of-home advertising – commonly referred to as OOH – has long been a staple of brand communication in public spaces. It reaches people on the move: on their way to work, while shopping, or during leisure time. With the rise of digital technologies, this traditional format has evolved into its dynamic counterpart: DOOH – Digital Out-of-Home. This modern version enables flexible, location-based and even interactive content delivery.
This guide outlines the differences and similarities between OOH and DOOH and demonstrates how retailers can effectively use both formats to increase visibility, footfall and relevance at the point of sale.
1. What is OOH?
OOH stands for "Out-of-Home" – advertising that takes place outside the home in public areas. This includes analog formats such as large billboards, city-light posters, transit advertising or building-mounted ad panels.
Key characteristics of OOH include broad reach and permanent visibility at high-traffic locations. Content is static and must be physically produced in advance, with no possibility of change once live. OOH is particularly well suited for long-term, large-scale campaigns with strong branding effects.
2. What is DOOH?
DOOH stands for "Digital Out-of-Home" and refers to the digital evolution of traditional outdoor advertising. This involves the use of screens, LED walls, or interactive displays – for example, in shopping centers, at transit stops, in shop windows, or in public spaces.
Content is managed via a central content management system and can be updated at any time in real time – based on location, time of day, weather or audience. DOOH systems may also include touch interaction, QR codes or sensors. Combined with digital signage infrastructure, DOOH becomes a powerful tool for contextual and targeted customer communication.
3. Comparison: OOH vs. DOOH
4. Similarities between OOH & DOOH
Despite their technical differences, OOH and DOOH share a common foundation: Both are advertising formats placed in public spaces, designed to reach people during everyday life without requiring active engagement. This gives both formats a key role in modern brand communication.
What they have in common:
- High visibility in urban environments
- Placement at high-traffic points
- Ideal for branding, awareness and impulse marketing
- Unmissable regardless of personal media usage
- Can be deployed in close proximity to the store
Combined campaigns are particularly effective: OOH builds broad awareness, while DOOH allows for personalization and content flexibility.
5. Applications in Retail
OOH and especially DOOH offer valuable strategic opportunities for retailers to address potential customers directly – outside the store, in shop windows, or at the point of sale.
Typical scenarios:
- Announcements in front of the store: digital window displays draw attention to promotions, new collections or opening hours.
- Encourage impulse purchases: Touch-based product presentations (e.g. via MicroApps) can be used specifically in the entrance area.
- Guidance and orientation: Interactive signposts show visitors the way through the store or to specific departments.
- Connection to retail media: Advertising space can be marketed to brand partners - turning DOOH into a source of revenue.
- Relevance through real-time data: Content can be adapted according to the weather, time of day or visitor behaviour.
6. Technological Aspects of DOOH in Retail
Implementing DOOH in retail environments involves combining the right hardware, software and infrastructure. A well-integrated solution should support smooth operations and be easy to scale.
Key components:
- Displays & media players: Professional hardware solutions in various sizes and brightness classes
- Content management: Centralised control via systems such as Bütema CMS with scheduling, site logic and rights management
- Interactivity & sensor technology: Use of RFID, motion sensors or touch to activate additional content
- Interfaces & integration: connection with merchandise management, CRM or retail media platforms possible
- Monitoring & service: real-time monitoring, automated fault diagnosis and hardware replacement if required
7. Case Study
Digital outdoor advertising unfolds its full impact when creatively implemented in the right location and context. The following example illustrates how OOH and DOOH can be combined to increase brand visibility, deliver relevant messages and provide real value in a retail setting.
The centrally placed DOOH totem in front of the Bütema AG headquarters in Bietigheim-Bissingen demonstrates how digital signage can be used to display real-time and occasion-based content – for example, for campaigns, seasonal messages or event-related communication.
It combines high visibility with full content flexibility – and illustrates the potential of DOOH at high-footfall retail locations.
8. Conclusion
OOH and DOOH are not competitors – they are complementary tools of modern outdoor communication. Traditional OOH offers wide reach and strong visibility, while DOOH brings real-time flexibility, interactivity and data-driven control to the table. For brick-and-mortar retail, the combination of both channels is particularly effective: OOH generates awareness, DOOH delivers relevance.
With digital signage solutions like those from Bütema AG, retailers gain full control over their DOOH strategy – and open up new revenue opportunities through Retail Media.