Advances in digital screens, data-driven targeting and audience measurement are truly making DOOH a more relevant channel for business-to-business marketers.
he future for out-of-home (OOH) advertising is looking very healthy, with growth expected to exceed 30% in the UK and 20% in the US this year, according to GroupM data cited by WPP’s CEO Mark Read in an interview at the recent World Out of Home Organization European Forum.
Traditionally, OOH has been seen as a brand-to-consumer (B2C) advertising channel, particularly suited to increasing consumer awareness in a specific geographic location, with posters and billboards strategically placed to attract the attention of as many consumer eyeballs as possible.
With the acceleration of digital out-of-home (DOOH), and more specifically the advances in audience targeting and measurement brought about through programmatic DOOH, the channel has proven to be a successful part of a B2B marketer’s strategy, designed to drive intent and consideration among business decision makers.
