It is tempting to think that the only thing to have changed as outdoor has gone digital is the screens. Or that it’s simply the programmatic technology which allows spot buys based on audiences, events and situational triggers.
In reality, though, one of the most fundamental changes in digital outdoor is the ability to use more granular data to anticipate when key audiences are in the vacinity of an out-of-home (OOH) screen. Through the use of mobile ID data, media owners and media buyers can use anonymised and GDPR-compliant information to build a far more detailed picture of the audiences...