DOOH Companies Positioned to Lead “Smart Cities” Initiatives
BY BARRY FREY
One of the major themes of the Digital Place Based Advertising Association’s Video Everywhere Summit in October was the powerful, synergistic relationship between digital out-of-home (DOOH) media and mobile. DOOH is the media category uniquely not threatened by mobile. In fact, the two media activate and enhance and each other. Together, they offer powerful use of location data, customer impression targeting, multi-screen re-targeting, consumers on the path to purchase, geo-fencing and attribution.
This relationship is not only a noteworthy one for brands — which increasingly recognize the need to focus on digital opportunities outside the home. It is also very significant for the future of “smart cities.” The term “smart cities” refers to the use of technology by municipalities to manage urban growth while providing valuable services to its citizens.