What’s the future for digital out-of-home?

DOOH is one of the hottest digital advertising trends in 2020.

In 2019, AdTech developers laid the necessary groundwork to enable scalable growth within the programmatic digital-out-of-home (“DOOH”) media channel. So in 2020, DOOH is becoming the fastest growing media channel and projected to reach $26.2 billion by 2023.

2020 is the year when programmatic in DOOH becomes mainstream. Budgets will grow as advertisers increasingly see it as a digital medium, and flow from new sources as the likes of direct-to-consumer players use it as a brand-building opportunity that enhances their existing digital and social activity.

Advertisers and agencies are seeing the benefits programmatic technology is bringing to DOOH with agencies restructuring their teams to encompass OOH and digital experts working together. They are also driving the demand for media owners to make more inventory available via programmatic channels.

With the advent of Digital Out-of-Home (DOOH), OOH suddenly turns on flexible and responsive to our shifting world better than most industry segments. One reason is that DOOH combines the advantages of OOH with the programmatic strengths of digital advertising, making it an ideal path for marketers in any industry.

Outdoor advertising has always been about awareness and upper-funnel branding. Nowadays advertisers allocate a significant part of their budgets to acquire customers by DOOH because now outdoor is becoming more digitized and data-driven.

According to eMarketer, DOOH ad spending will increase from 1.6% to 19.2% in 2021.

So, I’m pretty sure that DOOH will continue to evolve day by day.

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