Kelly Scott Madison

Future of Out-of-Home



Major advancements to this medium of the past few years have marketers abuzz. Whether its new measurement, engagement or dynamic capabilities, learn why the future of OOH couldn't be brighter. 

In an evolving media landscape full of cord-cutters and video streamers, advertisers are always trying to find new ways to get their client's messages in front of consumers. While Netflix and internet radio may be battling for impressions from their traditional media counterparts, out-of-home (OOH) remains a somewhat neglected vehicle. But major developments over the past few years are proving that shouldn’t be the case.

While OOH has never held the majority of spend, outdoor advertising is forecasted to hold its share of total ad spend through 2019, according to Ad Age. It has remained a reliable and constant vehicle for advertisers for years, providing a complementary layer to any campaign. However, with the benefits of web-based digital advertising now in plain view, OOH is being challenged to evolve and demonstrate a heightened level of sophistication in order to remain relevant and enticing to brands.

The good news for all is that advancements in OOH have risen to, and in many cases, exceeded marketers’ elevated expectations. This is being driven primarily by the increased availability and technological capabilities of digital screen installations, paired with companion technology such as beacons, geofencing and on-site payment systems. A steady rise in the amount of real-time OOH inventory seen on demand-side platforms is also helping marketers tap into audiences in new ways. These upgrades have many now considering OOH to be one of the most critical pieces to an engaging campaign in today’s cluttered media ecosystem.

New and dynamic capabilities

One of the biggest issues outdoor advertising faced over the years was its somewhat lackluster ability to gauge true effectiveness. Advertisers could be certain of some basic elements such as location and size of ads, average foot or vehicular traffic and basic demographics.  But beyond those facts, looming uncertainties still remained: Did the message actually...

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