OOH providers will be looking to blend experiential and digital OOH offerings to reach consumers.
With technological advancements, brands can leverage digital out-of-home (DOOH) adverts to display targeted, contextual messaging around events. This advertisement medium is predicted to be more sophisticated and evidence-led in 2020. Moreover, the auto and pharma industries are more primed to move into OOH, along with other additional emerging categories.
Further, enhancements in automation will enable OOH to benefit from access to device-level, audience data points, providing new insights about consumer behaviour and accessibility to them. Leveraging programmatic in OOH can help brands drive further growth, accountability and creativity in the OOH sector.
Moreover, with mobile data readily available, OOH will deliver “better-than-ever campaign ROI using relevant and measurable KPIs”. However, in DOOH, media planners should keep the privacy laws and legislation in focus.
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