For a long time, digital has been a vital element in the marketer’s toolkit. From SEO optimisation to content marketing, email, video and social media, it has long played a prominent role in marketing strategy. But given the rapid evolution of digital engagement spurred on by the pandemic, it’s no longer just a nice-to-have, an extension or add-on to a campaign, but critical in engaging prospects through what has become their primary channel.
It is no surprise then, that 2020 saw marketers double down on digital channels, marking a significant change in priorities across the media mix. Despite the economic headwinds, B2B marketers in the US were estimated to have spent $8.14 billion on digital ads in 2020, up 22.6% from 2019 when spending was $6.64 billion, according to eMarketer - partly due to the shift away from in-person events.
The past year has served to confirm the importance of digital channels as marketers attempt to understand and respond to consumers’ ever-evolving behaviours. During this time, the technological undercurrents in out-of-home (OOH) already in motion came to surface, with programmatic capabilities of data, agility and flexibility propelling the digital future of OOH.
So, where does programmatic digital out-of-home (DOOH) go from here?
Join a new webinar in partnership with The Drum: ‘Why programmatic DOOH is now a must’ on Tuesday 30th March at 9am EST/2pm BST with Alexie Lopez, global programmatic partnerships at Broadsign to discover what’s next for programmatic DOOH as people start stepping outside again and the world reopens its doors to out of home, reigniting new opportunities for brand engagement.
In light of Google’s drastic shift to end all 3rd party behavioural targeting and profile-building through its platforms on the open web at the end of 2021, marketers will need to look for alternative ways to engage audiences. Despite being one of the oldest marketing channels, OOH has stood the test of time and now with greater technological advancements, DOOH is proving to be a must-have medium for advertising and marketing plans in 2021.
For brands navigating marketing and media strategies today, there’s no clear linear path. That’s why there is currently great momentum behind OOH; it’s ability to quickly build brand awareness (a trait that is overlooked in other digital channels), powered by programmatic capabilities that allow for hyper-local targeting and measurement. In this continuously shifting climate, being able to adapt dynamic DOOH creative to triggers like the weather and traffic opens up even greater opportunities in this channel, bringing OOH to the front of marketers’ toolkit.
All of this will be covered in the webinar, plus: why programmatic DOOH has become a vital part of omni-channel campaigns due to its ability to amplify online success; the importance of contextual targeting capabilities and why OOH is inherently a contextually rich medium something which is set to become even more important because of the expiration of the cookie; and what the present and future has in store for programmatic DOOH.