Vistar Media’s Provenzano makes ooh predictions

Vistar CEO and Co-Founder Michael Provenzano

Between now and the end of the year Insider will be asking industry leaders to make predictions for out of home in 2019.  Today Vistar Media CEO and Co-Founder Michael Provenzano makes his predictions.  Vistar Media operates a platform which enables programmatic buying of digital out of home media.

1)   Amazon doubles down on OOH, signaling other commerce players using shelf-level targeting to unify customer experience.  The ecommerce giant will extend further into OOH looking at in-app activity and purchasing, and also tracking the connection between that OOH ad exposure and mobile transactions. As Amazon invests more into this space, we expect to see the proliferation of more shelf level screens, and other major ecommerce players following suit in 2019 to build out their own end to end marketing solutions.
2)  Consolidation in the industry heats up.  Netflix purchase of Regency Outdoor will be the first of many as interest in OOH increases and top spenders in tech look to capture offline audiences through OOH media. In addition to rumors of Google’s entrance into OOH in Europe, we expect to see a new wave of M&A activity in the space, led by at least one tech giant’s acquisition of a network media owner in the first half of 2019.
3)  OOH continues to outpace traditional advertising, led by digital.   What will drive this growth? better measurability, transparency, and attribution –  thanks to new cross device partnerships, and the acceleration of IoT devices. With improved performance of out of home campaigns, we expect to see growth of media owner revenue across categories, and programmatic OOH spending to reach over $100M in 2019.
[wpforms id=”9787″]

 


Paid Advertisement

 

Print Friendly, PDF & Email

Comments are closed.