Let’s Go Outside!

In that nostalgic spirit today Iamp8217ll ask you to accompany me outside to a marketing playing field that beckons with opportunities to move the ball downfield ever more quicklyIn last monthamp8217s blog we discussed the inexorable trend toward personalization in all forms of marketing and messaging across all platformsAmong the newer of those platforms perhaps counterintuitively is digitaloutofhome DOOH which we touched on briefly in last monthamp8217s blog and which encompasses everything from large outdoor signage to placebased screens to pointofpurchase displays As the amp8220digitalamp8221 in digitaloutofhome suggests DOOH also represents the nexus of programmatic advertising with outofhome marketing leveraging the relative strengths of both formatsAt a time when linear TV advertising and even many forms of digital advertising are under pressure and challenged to replicate historic growth trends DOOH boasts as much as 82 ad recall per the Outdoor Advertising Association of America and is poised to grow by 2030 at a CAGR of as much as 13 or more per various sources The reason is simple the field is wide open for reaching consumers efficiently and productively outdoors and in outofhome venuesAmericans are no longer hibernating theyamp8217re traveling in record numbers and actively moving about Marketers are wise to be there to greet themBut greeting them with a message theyamp8217ll pause to notice is another matterWeamp8217re all accustomed now to receiving personalized messages in various forms on our phones and on our laptopsamp8230 and even on our connected TVsBut envision an eventual scenario out of the 1982 film amp8220Blade Runneramp8221 with its videobillboardfestooned cityscape amp8230 though with the woman in the billboard addressing you directlyamp8230We wonamp8217t get there tomorrowamp8230 But industry players and observers predict a very consequential 2024 in advancing DOOHCynopsis recently surveyed several leading marketing executives and authorities on their views of where DOOH can progress this year and their answers were noteworthy Here are just a fewamp8220DOOH advertising is poised for significant evolution driven by advancements in technology especially in areas such as AI Machine Learning and Augmented Reality which will foster more interactive and personalized ad experiencesamp8221 said Jon Schulz CMO of the large adtech firm Viant amp8220amp8230 more robust measurement and analytics capabilities will provide deeper insights into campaign effectiveness allowing for continuous optimizationamp8221amp8220As DOOH screens are increasingly integrated into omnichannel campaigns they are also becoming incorporated into retail media strategies amp8212 a trend I expect will accelerate in 2024amp8221 said Brandt Hastings President ampamp CEO or the electricvehicle charging leader Volta which has utilized placebased DOOH amp8220Messaging shoppers on their way into the grocery store amp8230 can be an impactful way to remind audiences about your product and can increase the efficacy of other shopper marketing and retail media tacticsamp8221amp8220Whether it be on screens in hotels in golf carts throughout the rideshare experience or the remodeling of retail locations built around ads there is no doubt that weamp8217ll see new and unexpected touchpoints designed to drive awareness and connect with the modern consumeramp8221 said Mike Wolk Senior Director of Business Development for digital marketer Goodway Group amp8220With 2024 projected to be the year that cookies finally fade away we expect even more advertiser testing and adoption in digitaloutofhomeamp8221amp8220Advertisers will also benefit from the expanding availability of programmatic DOOH inventory and the growing ad tech ecosystem that automates much of the buying processamp8221 said Jason Kuperman Chief Product Experience Officer of OUTFRONT Media amp8220Media owners also stand to benefit from these automated approaches which should drive their costs down and if done right help increase occupancy and yield while delivering better service with a more efficient media product to the marketplaceamp8221amp8220This growth in DOOH isn39t just a trend it39s a transformative movement offering diverse revenue streams for creators across industriesamp8221 added highprofile content creator Shira Lazar Founder of What39s TrendingAlongside the discussion of the possibilities of datadriven DOOH of course are the usual questions about data ownership and privacy which of necessity will be part of the conversation as the sector grows But forwardthinking marketers can only imagine the possibilities of reaching a consumer with a personalized message even when that consumer is onfoot and not looking at their phoneAnd 2024 is off to a quick start Just in recent weeks media agency Assembly announced a planning tool ShopConnect that merges programmatic buying with DOOH platforms OOH heavyweight Clear Channel Outdoor announced a partnership with Nevadabased Terrible Herbst to enable brands to activate DOOH across the street from this yearamp8217s Super Bowl at Vegasamp8217s Allegiant StadiumThese and other developments help underscore DOOHamp8217s promise to be among the next frontiers in personalized marketing and messagingIn last monthamp8217s blog I touched on our own recent announcement of a partnership with DOOH platform Perpetual Media weamp8217ll be the exclusive local and regional direct advertising sales firm in all our more than 60 DMAs for Perpetual Media and in all of Perpetual Mediaamp8217s locations beyond the Viamedia DMAs Since our announcement the flow of inquiries from other DOOH firms has only grown youamp8217ll see more announcements from us in the DOOH space in 2024So amp8230 join me outside teammateI encourage readers to reach out with their questions or thoughtsamp160 Feel free to email me at infoviamediatvcomPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Let’s Go Outside!

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David Solomon

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