Think about a roadside billboard changing creative every time someone drives by. Isn’t that awesome? With traditional ads joining the programmatic bandwagon, it’s safe to say that technology is fundamentally changing the capability of Out of Home as a channel by using digital as an electronic version of a poster. To put it simply, it is one of those tech tools that is responsible for Out of Home’s recent image transformation. According to the Outdoor Advertising Association of America, OOH (Out of Home) is projected to grow by 12% in spend by 2020 programmatically.
Outdoor advertising has always been a strong medium but with programmatic, it has become one of the most -
- Optimized and
- Measured mediums.
Imagine a software that talks to each other to plan, buy/sell, optimize and measure Out of Home inventory. Isn’t that something we’ve all been waiting for?
In case you’re wondering what is programmatic; it is a method by which home inventory can be bought and sold with the use of software. For the longest time, OOH (Out of Home) operators and ad agencies have used manual solutions to measure impressions specific to locations and time slots. However, with a programmatic solution, the same gets done with the help of technology and with a similar level of precision.
With people taking advantage of this Out of Home – Programmatic amalgamation, is it time to embrace this new revolution and make the shift? Let’s wait and watch.