4 Things To Know As Out-Of-Home Goes Programmatic
by Alison Weissbrot, February 15th, 2017
Billboards are lighting up with the promise of programmatic.
Out-of-home (OOH) is projected to grow almost 12% in spend by 2020 – faster than any other traditional media – thanks to opportunities in digital, according to the Outdoor Advertising Association of America. Digital OOH accounted for $2.7 billion in ad spend in the US last year.
As digital inventory grows, OOH media sellers are eyeing programmatic budgets. US sellers like Clear Channel Outdoor, Lamar and Outfront Media are building platforms or partnering with vendors to allow for programmatic buying and targeting on their digital inventory.
Digital buyers are waking up to the OOH opportunity.