Before the internet, before TV, and even before radio, people still had stories to tell and messages to spread. But how did they do it when there were no screens, no scrolling and no social media?
Let’s take a trip back to ancient Egypt.
Imagine dusty roads, wide deserts, and people gathering near tall stone pillars. These weren’t just for decoration. The kings had messages carved into them—big, bold messages for everyone to see. These pillars stood in public places, where farmers, travelers, and city folks could stop and read. It wasn’t personal. It wasn’t fancy. But it worked. Everyone got the message. That was probably the first version of outdoor advertising.
Now jump ahead thousands of years to the 1830s in the U.S. A man named Jared Bell had an idea. He started printing giant posters to promote circus shows with lions, acrobats, and clowns. His posters were so big, bright, and loud that no one could ignore them. People would stop in the streets just to look. Children pointed. Adults talked. The posters did more than announce a show; they created excitement.
And then came the next twist in the story. In the 1880s, across the ocean in the UK, Thomas J. Barratt had another clever idea. He put the face of a well-known celebrity on a soap poster. It was simple, just a smiling face holding a bar of soap but it made people stop and stare. Some smiled. Some joked. But most importantly? They remembered.
From carved stones to circus posters to soap ads one thing stayed the same: if you want people to notice you, show up in public, where their eyes already are.
That’s how outdoor advertising was born.
No fancy terms. No digital anything. Just the power of being seen.
And just like that, what we now call Out-of-Home advertising, or OOH, became a part of everyday life.
When OOH Ruled the Streets
For decades, out-of-home advertising ruled the marketing industry. Coca-Cola? Everywhere. Marlboro Man? A global icon. Even in Dhaka, many of us grew up seeing Bata, Lux, or Citycell billboards while trapped in traffic.
OOH was effective because it reached people when they weren’t scrolling their phones. According to one survey, 71% of consumers frequently look at roadside billboards, and 56% later share the message with friends. That is the impact.
However, like other empires, OOH’s golden period started to crumble.
Enter DOOH: When Screens Took Over Streets
Then there was the glow-up. Literally.
Digital Out-of-Home (DOOH) advertising appeared, with large digital screens on highways, malls, airports, and even elevators. These screens didn’t only display ads; they varied depending on the time, weather, or even traffic.
Countries such as South Korea, the United States, Japan, and the United Kingdom are setting the standard. In Seoul, there is a digital billboard as tall as a 20-story skyscraper that updates every few seconds. In Times Square, advertisements move, talk, and even react to weather conditions!
In 2024, global DOOH ad spending will reach $18.5 billion, up from $9.8 billion five years earlier.
OOH vs. DOOH: Spot the Difference
While both OOH and DOOH seek to capture attention in public settings, their methods differ significantly. One relies on traditional procedures, while the other incorporates digital flexibility. Here’s a short comparison between the two:
| Feature | OOH (Traditional) | DOOH (Digital) |
| Looks Like | Paper, paint, print | LED, LCD, screens |
| Changeability | Static—stays for weeks | Dynamic—can change instantly |
| Cost | Lower starting cost | Slightly expensive but flexible |
| Interaction | People just see it | Can be interactive (touch/QR codes) |
| Targeting | One message for all viewers | Can show different ads at different times |
Can Bangladesh join the DOOH Club?
Absolutely! We already have the energy, audience, and location advantages. Consider crowded areas such as Farmgate, Gulistan, Mirpur-10, and even ferry terminals. Digital screens in those locations could display appropriate advertisements throughout the day, such as ads for umbrellas in the rain or cold beverages during a heatwave.
Even ten screens strategically placed throughout Dhaka could transform how brands communicate with the public. And with DOOH, you don’t have to repaint or reprint; simply modify.
And Here Comes ChutneyAds
When every brand is trying to stay relevant, ChutneyAds is stepping in with a tangy, spicy and aromatic flavor. The mom-and-pop shops are shining brightly in busy places thanks to this new platform, which is lighting up screens in small retail shops all over Bangladesh in an entertaining, easy, and effective way. No large amount of money is required. Just the right message at the right moment to get the right audience.
ChutneyAds believes:
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- Visibility is power.
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- Everyone deserves a spotlight.
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- Your brand should be seen, not skipped.
Don’t Just Exist. Be Seen!
In 3000 B.C., kings carved on stones to be remembered. Today, brands blink on screens to be noticed. But the goal hasn’t changed: be seen, be remembered. If people don’t notice you, they’ll forget you. Visibility is not vanity; it’s survival.
OOH gave brands a voice. DOOH gives them a stage.
Bangladesh is ready. Is your brand ready as well?