Whether it’s a pop-up that young singles in your area are looking to meet or a banner highlighting the different solutions to a problem you recently researched, advertisements are everywhere. And as the online space becomes more muddled and crowded with them, prospects are tuning them out — making it harder for marketers to capture their attention.
As Hooman Javidan Nejad, Director of Performance Marketing for MNTN, a connected TV platform, puts it: “We live in an attention economy — and it’s not always easy to capture a potential customer’s attention or remain top of mind.”As B2B marketers seek to engage their audiences in new formats, out-of-home advertising is emerging as a worthy contender to diversify advertising strategies and extend the reach of traditional digital advertisements. And, in an ironic twist, the biggest trend fueling OOH advertising is the same factor that contributed to its resurgence: Digitization.
“When we discuss digitization in OOH, we’re talking about retargeting, digital billboards, video advertisements and programmatic advertising,” said Barry Frey, President and CEO of DPAA, a digital OOH advertising platform. “OOH is actually the fastest growing traditional media, and it’s taking on digital qualities such as digital billboards and video advertisements, all controlled by programmatic technology. This enables brands to change the reschedule, pause or relocate advertisements as necessary.”
As the experts make a strong case for the inclusion of OOH advertising, we’ll dive into the complexities and nuances of the OOH advertising space to provide strategic insights on everything from placement and measurement to the role of Connected TV (CTV).
A Blend Of Art & Science
While the combination of first-party cookies and intent data can help paint a picture of placement in traditional online advertising formats, OOH requires a deeper understanding of the target audience. In the case of billboards and CTV…