Out-of-home (OOH) advertising is evolving faster than ever, and brands that embrace its new capabilities will see the biggest impact. While OOH has always been an attention-grabbing channel, advancements in programmatic technology, targeting and creative are transforming how advertisers connect with audiences out in the world.
To help marketers make the most of their OOH campaigns, we've compiled six cutting-edge strategies that will set your brand apart. These insights, drawn from our latest expert report, explore how brands can harness measurement, creativity, automation and audience intelligence to drive real results.
#1: Measure what matters
Gone are the days when OOH was just an awareness play. With programmatic technology and advanced attribution tools, brands can now track campaign success across the entire funnel. From foot traffic studies to device ID passback, today's OOH campaigns are more measurable than ever.
#2: Captivate with creative
Today's creatives expand way past static billboards with dynamic, video and contextually relevant creatives being at the forefront of an eye-catching campaign. Motion graphics, 3D/anamorphic designs and real-time data-triggered content are redefining what engagement looks like in the physical world.
#3: Activate at the perfect moments
Programmatic OOH enables hyper-targeted advertising based on real-world behaviours. From running ads about sunny destinations on a cold day to amplifying content within 1km of your competitors' locations, the ability to reach the right audience at the right time is now at your fingertips.
#4: Optimize in real-time
As the world changes, brands need to be ready to adapt. Programmatic digital out-of-home (DOOH) allows adjustments to creative, messaging, targeting or budgets to be made in real-time—all without long-term or fixed commitments. Whether reacting to breaking news, weather conditions or market trends, this flexibility ensures ads remain relevant, impactful and optimized for the best results.
#5: Automate for maximum efficiency
Advancements in technology have transformed how advertisers execute their OOH campaigns. Automated planning tools give marketers the ability to easily discover inventory, streamline negotiations and optimize campaigns in real-time—all within a single platform. These tools eliminate the complexity of traditional OOH buying, allowing brands to spend more time on what truly matters: creating impactful campaigns.
#6: Leverage first-party data
Brands that harness their own data have the ability to build deeper connections with consumers. By activating first-party data in OOH advertising, advertisers can seamlessly extend these connections into the physical world, ensuring their message reaches the right audience at the right time with greater relevance and impact.
These six strategies are just the beginning. See the full report now for in-depth insights, expert recommendations and actionable steps to take your OOH campaigns to the next level this year.
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