How data is shaping dynamic DOOH

As OOH advertising has shifted towards digitisation in-line with technological advancements, the channel has shown increasing influence over online activity.

Research from Nielsen claims that OOH advertising is “the most effective offline medium in driving online activity” and can deliver up to four times more online activity per dollar spent than alternative channels such as radio and TV.

This digitisation, which is now seeing the channel surge towards the adoption of programmatic, is reestablishing how data can inform and lead OOH campaigns – but what does this shift look like?

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