outdoor advertising

OOH ads

Why now is the time to invest in programmatic OOH

Out of home (OOH) advertising has been one of the hardest-hit channels during the pandemic – but significant recovery is forecast for next year. Jean-Christophe Conti, CEO of VIOOH, a global marketplace for out of home, explains why he believes programmatic OOH will be key to this recovery and to the future of the medium.

Can Google conquer programmatic outdoor advertising? We ask the experts

Last week came the news from WirtschaftsWoche that Google intends to make a foray into out-of-home (OOH) advertising in Germany.

Whilst programmatic OOH is nothing new (the automated buying of digital outdoor space) and allows advertisers to change their messaging according to variables such as time, date, weather and sports results, Google’s trump card is the personal data it has access to, partly through the Android smartphone operating system.

outdoor ad at asda

Six clever examples of what dynamic outdoor advertising can do

I’ve noticed outdoor advertising as the home of some of the best dynamic marketing of late.

Now that digital billboards are well established in cities like London and advertisers are accustomed to dynamic technology, campaigns are becoming less gimmicky, more effective.

I wanted to pick some examples of exciting digital outdoor campaigns that show what the medium can do.

Four reasons Ghostbusters experiential marketing has been so successful

London Waterloo station’s giant installation of the iconic Stay Puft Marshmallow Man ends this week.

The PR stunt has been used to promote the (somewhat divisive) all-female remake of Ghostbusters. With a flurry of excitement on social media, it’s proved to be a great example of out-of-home advertising. 

Here are four reasons why it worked.

Is this the next step in programmatic out-of-home?

While it may always be impossible to sell actual out-of-home impressions, billboard technology is evolving rapidly and creating a newly agile medium for advertisers.

Clear Channel has just bought almost 2,000 phone booths from Arqiva and is expanding its use of automated digital six-sheet screens.

These new kiosks won’t just be advertisements, but will provide a host of benefits to the public as well as advertisers.

Let’s look at the future of out-of-home…