Yesterday Digital Signage Pulse editor in chief Nurlan Urazbaev told Billboard Insider improved measurement is a must for the out of home industry. Today Urazbaev identifies three stories to watch in 2024.
What are the top three stories you will be watching for in 2024?
The shiny things, obviously, are AI, programmatic, 3D anamorphic, omnichannel, etc. But I think those things are less important, and they all depend on this fundamental one: measurement. Lack of mass-scale campaign effectiveness measurement holds back everything else. And it’s probably one of the main reasons why OOH’s share in ad budgets is still so small.
I will watch for:
- Further development of campaign effectiveness metrics. Once commoditized, this will give a boost to the growth of DOOH, programmatic DOOH, and inclusion of DOOH in omnichannel. It will also improve ad copy quality (by way of feedback).
- E-paper signage. Energy consumption is a big concern. I think the future is not in giant super-bright LED boards or things like the Las Vegas Sphere. The future, in my opinion, is in bread-and-butter silent salesmen – sustainable DOOH ad displays. E Ink and Philips are making great progress in developing energy-efficient displays.
- Retail media. This is probably where one can get closer to measuring in-store DOOH campaigns directly and tracking it to the purchase.
What do you think are the top stories to watch in 2024? Email info@billboardinsider.com and will run a followup story.
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