Investing in programmatic OOH can help brands recover post-pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2020, 5:38 PM UTC

Digital OOH advertising will see an increase of 38.7% in 2021, according to the Advertising Association/WARC Expenditure Report.

Despite OOH being one of the hardest-hit ad channels during the pandemic, this piece argues brands should invest in programmatic OOH now. While OOH decline is expected to slow down for the rest of the year, it will return to growth in 2021.

Programmatic OOH lets advertisers pause, pivot and optimises campaigns in real-time. Considering the uncertainties due to the economic downturn, this flexibility can create a significant impact on the efficiency and effectiveness of ad campaigns.

With consumers spending an increasing amount of time outside supermarkets, leveraging programmatic OOH in conjunction with mobile advertising can help businesses adapt to the post-pandemic world. OOH’s transparent and measurable nature also makes a perfect fit for companies looking to capitalise on emerging opportunities.

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