Comparing Static and Dynamic Visuals in Ooh and Digital ooh Effectiveness
Why Visual Format Matters in Out of Home Advertising
Advertising is no longer just about reaching an audience, it’s about capturing attention in seconds. Whether you’re using traditional OOH advertising or modern digital DOOH, the choice between static and dynamic visuals can make a huge difference. Static posters have long been the backbone of outdoor campaigns, but digital screens offer movement, animation, and real-time updates, creating more engaging experiences for viewers.
Recent campaigns by brands like Coca-Cola, Nike, and Spotify have highlighted how visual format impacts recall, engagement, and brand perception. Understanding when to use static versus dynamic visuals is key to maximising ROI in out of home advertising.
Trends and Performance of Static vs Dynamic Visuals
Static OOH advertising relies on strong design and concise messaging. A well-placed billboard or poster can achieve high reach and create lasting impressions, especially in high-traffic areas.
Dynamic visuals in DOOH take engagement a step further. Animated graphics, real-time messaging, or interactive screens can capture attention for longer and drive immediate action. For example, during London’s busy Piccadilly Circus, DOOH screens for Spotify used dynamic visuals to highlight trending playlists, combining motion with contextual relevance, reflecting the familiarity of a person’s phone display.
Digital out of home campaigns can increase recall by 47% compared to static OOH, particularly in urban environments where audiences are bombarded with multiple visual stimuli. However, static visuals still outperform dynamic displays in terms of cost efficiency and simplicity for long-term campaigns in fixed locations. It’s therefore all about the impact of the visual message itself.
How Brands Can Optimise OOH and DOOH Campaigns
Advertisers need to choose the right format for their goals. Static out of home is ideal for brand awareness and clear messaging, particularly in high-traffic commuter zones. Dynamic out of home is perfect for storytelling, real-time promotions, or interactive engagement.
Nike used a mix of static and dynamic visuals in recent campaigns. Static posters on London Tube platforms drove awareness of their new trainers, with dynamic digital screens nearby showcasing lifestyle videos and athlete highlights. This combination worked effectively to increase their online search traffic.
Another prime example can be found in Coca-Cola, as they recently combined static outdoor posters with dynamic digital screens during summer activations. These screens showed personalized messages based on weather and time of day, which lifted engagement metrics significantly.
Combining Visuals in Advertising
The future of OOH and DOOH advertising is not about choosing static or dynamic, it’s about combining both strategically. Static visuals remain powerful for quick, high-reach campaigns, and dynamic DOOH equally opens doors for interactive storytelling, personalisation, and measurable engagement.
By understanding the strengths of each format and using them in complementary ways, brands can ensure their out of home advertising captures attention, builds recall, and drives action. The key is balance, creativity, and data-driven placement to maximise ROI across real life and digital landscapes.
