Is classic advertising dying out?

Our zeitgeist of change has one main message: Old ways are dying out and all that is digital will thrive. Many people think this is also the case in advertising, only digital advertising can exist in the future. In this article, we want to take a look at the future of advertising and if it will take place solely online, today we are going to focus especially on OOH (Out of Home) advertising.


In the last 20 years, the channel to communicate with your consumer switched from offline to online. Research of the World Federation of Advertisers (WFA) shows that most of the surveyed companies want to focus their marketing-investment on digital advertising. Even though digital advertising dethroned traditional ads years ago as the way to go, classics like out of home should not be overlooked.

In fact, the year 2018 was even one of the most successful years in history for out of home advertising! With a gross sale of 2 billion Euro OOH and especially DOOH in Germany has shown that it still has the right to exist. Ströer Co-CEO Christian Schmalzl states OOH has one big advantage in comparison to digital advertising: You cannot skip or ignore it. It’s simply “always on”, unmissable so to say.

OOH-campaigns deliver not only a significant reach but at the same time almost any desired target group through new technology: One of the latest trends of that new technology is to combine OOH with digital advertising. Digital-OOH screens are not only attractive to look at – they can help sellers making the OOH advertising smarter and dynamic. It enables advertisers to use one single screen not only for just one campaign. Depending on the time or situation of traffic they are able to switch between ads they want to show.

In slow traffic, the advertisement may contain significantly more content than in liquid traffic, as the attention of the customer is much shorter. Advertisers can also dynamically trigger ads based on the types of mobile devices near the OOH channel. After drivers who have seen the ad leave the area, they can be retargeted with a personalized ad on their mobile device.

As you can see: OOH doesn’t stand still! Even if it’s classic, it evolves further. To answer the prefixed question (is classic advertising dying out?) one can summarise that classic advertising is still more than a useful tool and it is innovating and improving constantly.