Tech

WHAT ARE THE DIFFERENCES BETWEEN ONLINE COMMUNICATION

AND ON-SCREEN ADVERTISING?

Video advertising is increasingly present in our daily lives. If originally it was only present on television with the development of the Internet and screens, the supports have diversified. Indeed, video ONLINE COMMUNICATION is now present online and in the streets thanks to advertising screens.

Moreover, according to the various advertising market barometers carried out by the IREP, DOOH and digital advertising are the sectors that have experienced the best growth in recent years.  Let’s find out more about the commonalities and differences of these new communication standards.

VIDEO AS A CENTRAL ELEMENT OF CURRENT MEANS OF COMMUNICATION

Although video is not the only medium used by these new media, it remains the majority and is increasingly used. This stems directly from the relationship of the French with the use and consumption of videos.  Indeed, according to a  Médiamétrie study, in 2021, we consumed an average of 1 h 03 min of daytime online video  (excluding television). This duration also tends to lengthen the younger the audience. 

Video is a fast and entertaining way to deliver information.  This support is also acclaimed by consumers. Indeed, during a study in 2018, Hubspot showed that 54% of individuals wanted to see more videos from brands. They were also  7 out of 10 consumers who preferred this format to text. This is why the video medium is the strength of online communication and advertising screens.

THE COMMONALITIES BETWEEN ONLINE ADVERTISING AND DYNAMIC DISPLAY ADVERTISING

Beyond the use of video, web communication and on-screen advertising have some similarities.

First of all a common objective, to stimulate sales.  Admittedly, one can think at first sight that dynamic display advertising has before an objective of notoriety. However, digital signage advertising has been observed to have a direct impact on in-store traffic.

These two advertising tools often communicate directly to the shopping area. Indeed, if one encourages them to go to the store, the other invites them to go to the associated website. This is less true with other forms of media.

The second common point of its solutions is the opportunity to manage its communication in real-time. Whether it is for online advertising or displays on a giant screen, it is possible thanks to web platforms to manage them remotely.

This provides the ability to quickly update and modify campaigns based on business opportunities. This immediacy of communication is the great strength of these tools.

THE DIFFERENCES BETWEEN ONLINE VIDEO COMMUNICATION AND ON-SCREEN ADVERTISING

Although these two communication tools have similar foundations, they also have differences that mean that we do not communicate in the same way on the web and outside. The main differences are those related to targeting. Indeed, online communication is generally done in “one to one”, that is to say, that an advertisement is addressed to a single person at a time.

We are usually alone in front of our computers or smartphone. In addition, the web offers access to much richer user data. This information thus makes it possible to target the specifics of the audience with which one communicates. 

While billboard advertising is based on mass communication in the public space, therefore “one-to-many”. The message must therefore be general to reach the greatest number of people. Targeting possibilities are more limited. This may be based on the location of the advertising screen, the time slot and/or the day of the week, or even the weather. However, targeting solutions tend to evolve with new traffic analysis tools.

more detail: BENEFITS OF DIGITAL SIGNAGE

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