OOH or DOOH: Which is more effective for outdoor advertising today?

For many years, outdoor advertising has played an important role in the communication strategies of brands in Vietnam. However, alongside rapid urbanization and the strong development of display technologies, the outdoor advertising market is no longer limited to traditional billboards or static panels. Digital Out-of-Home advertising (DOOH), especially LED screens, has become increasingly common in major cities, reshaping how brands reach and engage with consumers.

This shift has led many businesses to question whether traditional OOH still holds its competitive advantage, or if DOOH is now a more suitable choice for today’s outdoor advertising campaigns. In this article, Firstboard explores what OOH and DOOH are, the key differences between the two formats, and when brands should choose traditional billboards or LED screens to achieve optimal communication results.

 

Understanding OOH and DOOH in outdoor advertising

OOH and DOOH are frequently mentioned in discussions about outdoor advertising, yet their core characteristics and roles are not always clearly understood. OOH, short for Out-of-Home Advertising, refers to traditional outdoor advertising formats that do not rely on digital technology. In Vietnam, OOH typically includes large-format billboards, building-mounted panels, unipoles at major intersections, lightbox signs, bridge banners, and advertising at bus shelters. These formats share a common feature: static printed visuals that run continuously 24/7 and offer exclusive exposure without sharing screen time with other brands.

DOOH, or Digital Out-of-Home, represents the evolution of outdoor advertising through the integration of digital display technology. The most common DOOH format today is the LED screen, alongside LCD displays, digital signage systems, and other screens capable of showing dynamic content. Unlike static OOH, DOOH allows brands to deliver videos, animations, and multiple messages within the same time frame, creating a more modern and flexible advertising experience.

 

From Traditional OOH to Digital DOOH

The growth of DOOH does not mean that OOH is becoming obsolete. Instead, it reflects a natural evolution within the outdoor advertising landscape. As urban environments become more digitally driven, consumers are increasingly exposed to screens in their daily lives, from smartphones to public displays. DOOH emerges as a response to the need for faster, more adaptable messaging that aligns with the pace of modern city life.

At the same time, OOH continues to offer unique strengths through its constant presence and broad reach. While DOOH is well suited for campaigns that require time-based or contextual content changes, OOH acts as an “anchor,” helping brands maintain familiarity and long-term recall. The coexistence of both formats creates a more complete and balanced outdoor advertising ecosystem.

 

When should brands choose OOH?

OOH is a strong choice when a brand’s goal is to build awareness and achieve wide coverage over a long period of time. Campaigns that require stability and consistency in both visuals and messaging tend to perform better with traditional billboard advertising. In particular, on major roads and high-traffic areas, OOH offers clear advantages in long-distance visibility and repeated exposure, helping brands stay present in consumers’ minds day after day.

That said, one limitation of OOH is its lower level of flexibility. Once a creative has been printed and installed, changing the message or visuals during the campaign often requires additional time and cost. For this reason, OOH works best for long-term messages that remain consistent, rather than campaigns that need frequent updates or quick responses to market changes.

 

When is DOOH the better option?

DOOH becomes the preferred choice when a campaign demands flexibility and fast content updates. With LED screens, brands can adjust their messaging by time of day, context, or specific communication goals without replacing physical materials. This makes DOOH particularly effective for short-term campaigns such as product launches, time-based promotions, or activities that aim to create a strong visual impact in a limited period.

However, DOOH also comes with certain trade-offs. Advertising content is usually displayed in rotation with multiple brands, meaning each advertiser receives only a portion of total screen time. In addition, DOOH typically involves higher costs due to technical operations, electricity, and screen maintenance, which may make it less suitable for long-term campaigns that require continuous and exclusive brand presence.

 

OOH and DOOH: Choosing based on campaign objectives

In practice, no outdoor advertising format is universally “better” than the other. The decision between OOH and DOOH depends on campaign objectives, duration, budget, and how brands want to engage with their audience. Understanding the strengths and limitations of each format allows businesses to make informed decisions, rather than following technology trends without a clear strategy.

As outdoor advertising continues to diversify in both formats and technology, choosing the right mix of OOH and DOOH helps brands not only increase visibility but also appear in the right place, at the right time, and with the right message. An effective outdoor strategy is not about chasing trends, but about using each format strategically to create long-term brand value.

If you are still unsure whether OOH or DOOH is the right choice for your campaign, share your communication goals, budget, and timeline with us. Firstboard will work with you to develop a comprehensive outdoor advertising solution, helping your brand select the right format, the right locations, and maximize return on investment.

Picture credit: Wewin, Advertising Vietnam