The DOOH frontier: the advertiser’s playbook for 2024

From new creative horizons to omnichannel integration, the second edition of the advertiser’s playbook explores what’s new and next for DOOH in 2024.

As marketers head into 2024, they’re already asking some big questions like: “Where is my audience? How can I get their attention? How can I keep up with them as their daily routines evolve?” From the deprecation of third-party cookies to the ever-changing behaviors of consumers, there’s no doubt there will be challenges ahead – but with this comes an opportunity for brands to be more creative, more agile and more impactful.

Step forward digital out-of-home (DOOH). The combination of the sheer scale of the DOOH market, together with the targeting prowess and transparency of programmatic DOOH, is continuing to attract advertisers from a whole range of industries.

Not only does out-of-home (OOH) remain true to its awareness-at-scale principles with more digital formats available than ever, but it’s now becoming increasingly connected to the wider media ecosystem. Powered by adtech, we’re seeing the evolution of OOH beyond static posters and billboards into digital signage that allows for greater interactivity, advanced targeting, and measurement that wasn’t possible before – making the medium more accessible to brands through programmatic buying.

Brought to you by The Drum and Vistar Media, The Advertiser’s Playbook for DOOH in 2024 explores everything marketers need to know about DOOH – from new realms of creativity to measurement upgrades and quality standards to the latest trends in retail media, first-party data, and more.

“Programmatic out-of-home has seen tremendous growth in the last year,” says Lucy Markowitz, senior vice-president of the US marketplace, Vistar Media. “With more digital OOH screens and new technological capabilities available, the walls between media teams are starting to break down as the industry wakes up to the smart combination of old and new media, art and science, for impactful storytelling on real-world canvases. In 2024, we can expect the boundaries to be pushed even further as new creative avenues and innovation opportunities open up.”

Markowitz leads the industry perspective on the rising importance of DOOH in the marketer’s toolkit, while senior leaders from VaynerMedia, Kinesso and Dentsu Media share their predictions for 2024. The report explores all of this, plus:

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