The OOH Transformation: From Manual to Omnichannel

We’re in the middle of a major evolution in out-of-home advertising (OOH).

Outdoor ads are a powerful, one-to-many medium that brands have been utilizing for centuries. As digital screens were added to the mix, advertisers could begin to buy digital out-of-home (DOOH) placements that allowed them to reach many of those same large audiences, but with more flexibility, accuracy, and efficiency. And, more recently, many digital placements have become available programmatically, catalyzing another evolution in OOH: Programmatic digital out-of-home (pDOOH).

These advancements are bringing forward all kinds of new capabilities and opportunities in OOH, including contextual targeting, performance optimization, real-time audience targeting, omnichannel integration, and outcome-driven strategies.

The rapid transformation of OOH only gains momentum as we look ahead. New data leads to new strategies. New capabilities lead to new ideas. And new technology leads to new innovations, like drone art, projection mapping, augmented reality applications, interactive screens, and much more.

Read the infographic below to see what distinguishes OOH, DOOH, and pDOOH, and what advertisers can accomplish when they bring them all together.

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