The Simple Difference Between DOOH & IOOH

I have come to a realization – or better said, I have verbalized a thought into simplistic terms.  And here it is:

DOOH is passive.

IOOH is active.

By now, you probably know my love for the “DOOH” moniker.  I think it confuses everyone in the industry and no one corrects it.  The closest thing I’ve heard is from Keith Kelsen – he defines “DOOH” as a digital OOH ad network and “Digital Signage” as a digital OOH platform that does not include advertisements.  He, at least separates them.  I would argue that even “non-advertising”-based platforms are grey, at best, in inherently being an advertising platform.

To me, “digital” out of home means nothing more than applying a digital display to an OOH installation.  As such, you have a very passive experience.  Is it more dynamic than static?  Yes.  Is it more effective than static?  Has a good chance.  But at the end of the day, both of them are passive solutions.

It’s very simple – if you want to engage your audience, you have to be active.  Include interaction.  Implement an IOOH solution.  Not a DOOH solution.

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