COVID-19 presents DOOH with opportunities to leverage audience data to create smarter digital ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 02, 2020, 1:02 AM UTC

Brands should analyse consumer’s mobile data for insights on behaviour, sentiments, and journey to effectively plan for out-of-home ads. 

With coronavirus slowing down the out-of-home (OOH) industry, advertisers must upgrade OOH ads with new technologies and leverage audience data to display smarter ads. As restrictions ease, digital OOH (DOOH) could become utility based and come equipped with thermal detectors, facial identity scanners automatic sanitisers and more.  

Further, a data-driven technological shift is likely to take place in the OOH ecosystem brought on by the pandemic lifestyle. Advertisers should adopt an “audience-first” approach and provide cost-effective impression-based solutions to marketers considering DOOH.

DOOH can help brands keep public aware and informed of safety measures across touchpoints. As DSPs and SSPs invest in making, DOOH more connected and available, it improves targeting opportunities for marketers.

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