Last month, Lamar’s Ian Dallimore sat down with OAAA’s Anna Bager, Diageo NA’s Sophie Kelly and Yahoo’s Ivan Markman to discuss the digital transformation of the Out-of-Home advertising (OOH) ecosystem and how agencies and marketers can take even greater advantage of the always-on media channel.
The digitization of OOH screens, paired with the intersection of local and e-commerce, has enabled OOH to become an omnichannel, data-driven and measurable medium capable of interacting with target audiences throughout the entirety of the consumer experience.
Large format OOH, with its long history, has successfully adapted to stay relevant in the digital age. Programmatic digital OOH allows advertisers to capture data and measure campaign impact, similar to mobile and online campaigns, allowing for a more targeted approach.
When creating a campaign and developing a marketing strategy, developing a mix of media is the most effective way for a brand to gain the attention of their target audience. Today, large format digital OOH can be easily added to any marketing mix, amplifying the impact of other mediums.
The ability to capture data and measure impact are huge factors for agencies and marketers when considering and then choosing media formats for campaigns. Programmatic makes it easy to leverage data and measure across multiple mediums, including OOH.
As more brands evolve their media buying strategies, there continues to be more examples of major brands using digital OOH with greater frequency and success. For example, Yahoo and Lamar developed a campaign for General Mills targeting their audience using digital OOH. Theraflu used programmatic capabilities, overlaying cold and flu data for campaign targeting purposes. And Campbell’s Soup used weather data to target audiences during prime soup-eating times.
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