Edith Gagne, VP Sales for Campsite Canada’s largest digital out of home exchange, has three predictions for out of home in 2019:

More pressure to standardize impression metrics

As DOOH buys start to blend with online & mobile, buyer expectations around measurement have already been shifting and will continue to be felt into 2019.  Measurement bodies are working to update methodologies and more technology is available to count impressions & dwell at scale. There’s a disconnect between traditional statistical or survey-based models and others based on sensors & cameras, but we’re seeing a lot of pressure for that to move in a more unified and standardized direction.

Omni-channel

We expect to see significant leaps in omni-channel marketing & cross-device audience targeting & measurement with regards to the inclusion of OOH in digital buys in a more standardized way, further eroding the siloed approach to media planning & purchasing by channel.  Technology enabling this has been hyped and talked about for the past few years but it’s still nowhere near mass adoption in most markets.  We expect to see that shift dramatically in 2019.

Standardizing Creative

A barrier to mass adoption of programmatic DOOH is non-standardized  creative. There are still a lot of unique sizes in DOOH.  We think there will be more attention paid to standardizing formats to enable & facilitate programmatic transactions as the rest of the pieces of the puzzle continue to fall into place. From what we’ve seen this year two specific formats are taking the lead: 1080×1920 (9:16) and 1920×1080 (16:9). Of course, these are already the most popular screen formats by far but we think they are preferred by digital buyers because these creatives are often already produced as part of a digital campaign, meaning  no cost or extra time for production. These formats also often represent video content which can be displayed on “indoor” screens, enabling new creatives opportunities.

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