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

Digital outdoor advertising has increased 35 percent since 2010 according to PricewaterhouseCoopers, and is projected to overtake traditional outdoor ad spending by 2020. Perhaps even more surprising is that outdoor advertising was the only traditional media category to show growth last year,…

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

In January, Time, Inc.-owned ad tech firm Viant bought demand side platform (DSP) Adelphic. Adelphic was born as a mobile-focused ad DSP, but it had 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…

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

It’s not just that billboards — those static and fading printed signs along highways — have evolved into digital displays within an increasingly programmatic ad ecosystem. It’s that they — and their digital display cousins in city squares, bus stops, airports and elsewhere —  have turned into an…

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

Verizon Media has added digital-out-of-home (DOOH) inventory to DSP. Brands can programmatically buy digital displays activated using Verizon data sets. Why you should care Until recently, DOOH advertising was a niche specialty for digital marketers, but programmatic availability is opening up…

Vistar launches private marketplace for Digital Out-of-Home

…determine user segments, such as a location that is likely to have frequent McDonald’s customers. One key difference from online ads, he pointed out, is that the ads themselves need to be uploaded a few days in advance so they can be approved by the inventory owner, because they are shown in public…

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

…outlets. To get to those retail outlets, many customers drive. That fact means there’s an emerging channel that can follow the would-be customer out a home’s front door via location-based messaging to a smart phone, pick up the campaign thread in an apartment garage, continue in the car’s dashboard…

The death of the home page has been greatly exaggerated

…events, in part because I can do so relatively quickly. Wilde pointed out that the home page’s changing stature is part of the Web’s evolution. Initially, directories like Yahoo and The Open Directory pointed users to the home pages of sites. Then came the rise of search engines like Excite, Lycos,…

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