The digital out-of-home (DOOH) ad sector just got its latest set of standards. The World Out of Home Organization (WOO) has launched what it calls Global OOH Audience Measurement Guidelines to standardize ad measurement.
Privacy reform has winners (first- party data integration) and losers (behavioral ad targeting). In the former camp is OOH, due to its reliance on contextual targeting among other things. We examine the evidence for its spending growth.
One growing media channel continues to be on-prem content streaming. Not necessarily new (erstwhile the domain of DOOH), the sector has begun to advance in new directions. And TikTok is the latest to jump on board.
Out-of-home has always been the ugly stepchild of the media industry. It was still paper and paste when everything else was going digital. Or so
