While there are mixed opinions, many sources predict that OOH advertising is the fastest growing traditional channel, and Magna stated that OOH was the only traditional ad medium to show growth in spend in 2018, 4.6%. So what value do advertisers see in OOH?
Digital OOH is taking lead on adapting to the ever-evolving technological advances. The main opportunity DOOH provides is the ability to measure and retarget, which plays on the already wide reach OOH advertising allows by its nature (it’s hard to ignore a board or bus stop), but also closes the loop on proximity targeting down to zip codes and blocks to measure foot traffic and the response people have after seeing the ad. DOOH in itself is expected to grow 10%/year, and forward thinking outdoor advertising firms such as Outfront Media are taking lead in exploring 5G integrations to make programmatic and dynamic targeting more efficient.
Looking beyond OOH, we continuously see data playing a bigger role in filling the gap traditional media channels have. Having measurement tools such as foot traffic studies and its correlation OOH ad experience allows for smarter to help sales.
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