/ Guide
Outdoor advertising vs digital advertising
OOH and digital are not direct substitutes. They operate in different contexts and can solve different parts of the same brief.
01
OOH
OOH creates public visibility in physical environments and can deliver geographic scale, repeated exposure and large-format creative.
02
Digital
Digital channels can provide addressable targeting, intent capture, fast creative iteration and detailed platform delivery data.
03
When to combine them
A plan may use OOH to create fame or local presence and digital to capture response, extend reach or continue the journey.
04
Do not compare unlike metrics
OOH audience measures and digital impressions use different definitions. Compare each channel against its role rather than forcing a simplistic impression-to-impression judgement.
Sources and review
Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.
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