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Three big, long-term predictions for the future of martech

From within the whirlwind of working day to day in one of the fastest-moving industries around, it can often be hard to step back and take a good look at where we might be going over the long term. But catching our breath and thinking about how to navigate a path into the future is exactly what’s…

Vistar launches private marketplace for Digital Out-of-Home

The Digital Out-of-Home (DOOH) market is heating up. And, to keep up, DOOH ad platform Vistar Media has launched a private marketplace. Called Marketplace Deals, it covers outdoor US and Canadian digital signage like billboards, bus shelter displays and screens in elevators and taxis. In a private…

Digital out-of-home advertising is fracturing into many channels

An in-store sign resulting from the Broadsign and Starlite partnership Digital out-of-home advertising is evolving so far beyond just being video billboards that, like mobile, the channel category may soon split into multiple channels. ‘A canvas’ for a new generation For Gregg Witt, chief strategy…

Not your father’s billboards: Interactive out-of-home is coming of age

…OpenLoop, a real-time campaign management and distribution platform donated by ad tech firm QDOT. QDOT, which was spun off in April from digital Out-of-Home (DOOH) production house Grand Visual, offers ad serving, optimization and tracking tools for this market. But selfies represent only one way…

Mobile-location data turns out-of-home billboards into ‘digital channel’

…channels into “digital channels” via digital measurement and attribution. This has happened with TV in isolated contexts but more broadly with out-of-home (OOH) media. Traditional billboard ad exposures can now be tracked into stores using mobile location, measuring their impact and comparing OOH to…

Why digital out-of-home should be integrated into your 2019 marketing mix

…the threat from major streaming competitors when it comes to grabbing the attention of offline audiences. With such a huge stake in Digital Out-of-Home advertising, Netflix is ensuring it will have its ads front and center when and where it wants them. But Netflix isn’t the only company capitalizing…

Adelphic adds digital-out-of-home to its repertoire

…added desktop, tablet and connected TV by the time of the acquisition. Now, it has added the outer edges of the digital ad ecosystem: digital out-of-home (DOOH). The inventory comes from Clear Channel, which offers mostly digital billboards, and Captivate, which mostly has screens in elevators, bus…

Verizon Media expands DSP inventory to digital-out-of-home

…opportunities. And DOOH experiences are rapidly evolving beyond static billboards. By 2023, DOOH is expected to make up nearly 30% of all out-of-home spend globally, according to a MAGNA. Verizon Media’s move into this area underscores this increase in capabilities and marketer demand. “Interest…

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