OAAA President and CEO Anna Bager presented last week at the Digital Out of Home Insider Summit. She revealed the key findings of an OAAA study showing how reallocating $$$ to out of home increases ad spend ROI. See today’s OAAA press release. Here are some other parts of Anna’s talk we found interesting.
Political advertising in helping out of home.
…This year is a big political year…and it’s been a great year for the industry we have previously not been a huge platform for political advertising but it’s really taken off now and I think it’s very much because of the ability to use digital the ability to use data and the unique the ability that our medium has to get in front of underserved audiences multicultural audiences and be in places where it can actually change people’s mind which is not very easy in today’s day and age…
The future belongs to digital out of home and programmatic
This is the digital out of home summit. Today about 67% of the revenue and a little bit more I would say of the inventory is static but digital out of home is where most of the growth is coming from. This year it’s going to grow by 16% and by 2027 it’s going to be 45% of all out of home media…so it’s a very interesting space to be for sure. Programmatic is driving a lot of that growth. Programmatic will probably reach around the billion dollars today and by 2026 it’s going to be 30% of all digital out of home advertising so programmatic is really leading the way…
A cookieless future helps out of home
The cookie may be remaining but it’s already started to crumble and it probably won’t be around for long…today you cannot target consumers the way you’re used to in the traditional channels such as the internet and social media and others…but that’s a place where out of home can help that’s a one to many media and a media where you can target in a much better and more efficient way using location and context and in a way that consumers do not feel threatened…
You can watch the entire 13 minute talk below.
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