Digital out-of-home (DOOH) is on the cusp of one thing massive.
Over time, digital signage – in airports, elevators, gasoline stations, gyms and on public transit – has gone from novelty to the norm (although it’s nonetheless a minority of the market).
As folks moved round much less throughout the pandemic, spending within the channel plummeted. However like a phoenix rising from the ashes, DOOH has reemerged as a progress channel. Within the course of, it’s extra open to new forms of transactions, together with programmatic.
The programmatic pipes have been laid, Affiliate Editor Anthony Vargas says. However they’re not getting used as a lot as they may very well be.
One problem for OOH is that it’s seen as a branding medium, not one which drives efficiency. For advertisers to offer DOOH their efficiency (or programmatic) budgets, they want higher measurement. Cell phones can present exact location information, equivalent to foot site visitors measurements or attributing in-person retailer visits.
Different massive challenges: The DOOH market isn’t as automated as consumers need, and it’s nonetheless onerous to match it to different channels.
What’s attainable
Then, Managing Editor Allison Schiff is down in Miami to attend the MMA’s inaugural Potential convention. She offers us a rundown on the vibe and the way Elon Musk’s much-hyped attendance on the convention went over with attendees. (At the least he acknowledged that Twitter is “a trainwreck generally.”)
