The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Today, it's the out-of-home (OOH) experts turn to share their views on whether digital OOH has the opportunity to become mainstream in 2019.
Creative optimisation & technical interoperability to shape 2019
"Secondly, the backend systems powering DOOH will make huge steps in terms of their interoperability. This will see improvements across inventory management, transactional exchanges, data management, creative logistics, creative optimisation and, of course, reporting, all areas for systemisation. Integration between platforms will pick up pace as it becomes even clearer that tech silos are inefficient, constrain spend, and hamper the channel’s overall growth. Consolidation of networks, agreement on standards, and system integration will show DOOH gearing up to be a real force in 2019."
Neil Morris, Founder & CEO, Grand Visual & QDOT
Buying democratisation will open up doors to innovation
"Furthermore, with the cookie on its last legs, innovation on non-user-level measurement of media is becoming increasingly important, accelerating programmatic OOH adoption by sophisticated buyers."
Dan Larden, Global Partnerships Director, Infectious Media
DOOH will become part of broader digital planning
"In the year ahead, we also expect digital out-of-home (DOOH) to take its rightful place in the digital planning suite; full-motion capabilities mean that digital screens can also begin to act as an extension of online video campaigns in the real world."
Stuart Taylor, CEO Western Europe, Kinetic
It will transform marketing to audiences on the go
"As more brand advertisers develop DOOH campaigns, increasingly diverse inventory formats will be made available, as well as more advanced methods for capturing insights on purchase behaviour and cross-device usage. DOOH will be key for retailers aiming to drive in-store foot traffic and use data to inform their cross-channel campaigns."
Jon Schulz, CMO, Viant
Location data will increase effectiveness
"As such, bringing location insights into the mix will allow advertisers to know which ads to target, at the right time and to the right audience. This is what we’ve seen brands increasingly looking to incorporate into their strategies within such a hyper-connected world."
Charlie Smith, MD, Blis
Connection with emerging tech brings a resurgence
"For example, our partnership with Island Records, to promote Ariana Grande’s album in the summer, generated great awareness and shows the potential of this powerful combination of physical and digital interactions. We are seeing a huge interest from advertisers and expect this to be a key area of innovation for us in 2019."
Seth Jackson, CEO, Landmrk