From innovative technologies to data-driven insights, we will explore effective approaches, challenges, and opportunities for leveraging DOOH to reach and resonate with diverse local audiences. Join us as we uncover the latest trends, best practices, and future prospects shaping the dynamic intersection of DOOH and local audience targeting.

Today’s session on digital-out-of-home transitioned from a panel into a fireside chat as panelist Karim Kanji from Broadsign had to bow out at the last minute. Localogy’s Dan Hight conducted a highly engaging 1:1 conversation with Vistar Media’s Dave Rivera.

Key Takeaways

Here are some key insights that we gleaned from this conversation.

• While out-of-home advertising has roots going back to ancient Egypt (or at least to static billboards), it represents a paltry share of overall media — about 1% of the $323 billion in U.S. annual ad spend.
• Programmatic advertising has been a game changer for DOOH, making it possible to do a national buy.
• Rivera says challenges with attribution, as well as a lack of education about the efficacy of DOOH (for example within agencies), are key factors keeping DOOH spending lower than it should be.
• DOOH relies on some unique signals to serve relevant ads. For example, Miller Coorsl will gather every available screen whenever the temperature tops 80 degrees and it’s after 5 p.m.
• Rivera cited a few drivers of future growth for out-of-home advertising. The falling cost of screens is one. Another is the rapid rise of retail media.

Dave Rivera, Vistar Media
Karim Kanji, Broadsign