According to the Outdoor Advertising Association of America, digital and OOH combined this year will exceed $8 billion in ad spending.
OOH combined with digital is the “perfect hybrid medium” for high-impact creatives that are related to TV along with audience targeting and attribution capabilities. The article states that digital OOH is more brand-safe than online display advertising.
The ability of digital OOH to change placements and creatives throughout the day allows creative combinations for mobile advertising. For example, a recent HBO campaign for the show Watchmen incorporated augmented reality with bus shelters in New York and LA.
Founder of Quan Media Group, Brian Rappaport said AR will influence the continued growth of OOH. A cited study by Composed found OOH and in-store marketing had a greater influence on product discoverability on Gen Z than Snapchat, Facebook or Twitter.
[3 minute read]