State of the Nation: The Future of Digital Out of Home

Looks at how 2020 is the year programmatic in digital out-of-home becomes a staple in digital campaigns as the scope of what is possible becomes apparent.
  • Programmatic in this channel is still in its early days and there are challenges with how to bring the best of this technology to the OOH industry.
  • Buyers, planners and creatives have started looking anew at OOH, which can provide more meaningful outcomes for advertisers, with programmatic technology fuelling creative solutions.
  • The report shows the industry at large indicating their belief that programmatic, or ‘intelligent’, digital OOH will become a staple within digital campaigns next year.
  • It is clear that enabling programmatic trading in OOH is a multi-speed process, with some players moving more quickly than others – we...

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