Billboards are lighting up with the promise of programmatic. Out-of-home (OOH) is projected to grow almost 12% in spend by 2020 – faster than any other traditional media – thanks to opportunities in digital, according to the Outdoor Advertising Association of America. Digital OOH accounted for $2.7 billion in ad spend in the US […]
The out-of-home market is turning its real-world infrastructure into a tool for data-driven digital media. An OOH campaign nowadays for a CPG client may look more like a tapestry of strategic relationships. The media provider may allow some mobile tracking (in the US that probably means Outfront or Clear Channel, which together account for a […]
Location analytics company Placed announced Wednesday its attribution service would connect billboards to in-store traffic. It will do this via a mix of partnerships with holding company agencies and out-of-home (OOH) inventory suppliers like Clear Channel Media and cinema ad network NCM. “OOH is shifting,” said Michael Lieberman, COO of tenthavenue, an OOH agency within […]
