In the news: Digital out-of-home (DOOH) advertising rebounded strongly after the challenges posed by the Covid-19 pandemic and is set to form 75% of the OOH advertising market in 2027, according to new IAB Compass findings.
As the shift towards digital-first advertising continues apace, what exciting possibilities does DOOH hold for marketers? And what brands are knocking it out of the park? Here, members of the IAB’s DOOH group share their insights.
Expect advancements in AI & AR
Alexei Moltchan (director of product management, Verve Group): “The beauty of DOOH is that it’s a broad category, and this means there’s a lot of room for innovation and emerging sub-categories. CTV OOH is just the beginning: storefronts, cars, and buildings are all turning into advertising inventory.
“Advancements in AI and AR will play a much bigger role in DOOH, creating new digital ad formats (think holograms) and generating creative on the fly. Everything outside your home’s four walls will become an ad network.”
Read the full article on The Drum.