Media Planning & Buying

DOOH will grow as brands opt for omni-channel marketing: Barry Frey

Also, programmatic OOH buying is gaining momentum, he says

Published

October 18, 2019

DOOH media is gaining credence for advertising as brands increasingly focus upon omni-channel marketing. In this scenario, DOOH and classic OOH find more synergy. Stating this in his opening remarks at the Digital Place-based Advertising Association’s (DPAA) Video Everywhere Summit 2019 held at the Sheraton Times Square, New York, Barry Frey, President & CEO, DPAA said that DOOH is principally driving the global OOH business, powered by new digital screens, programmatic platforms, and digital data. DOOH is also play a key part in the development of smart cities.

Barry pointed out that audio-visual content on DOOH screens asset considerable influence on consumers who are the path to purchase. Citing the initiatives of majors like JCDecaux, Lamar, Outffront and Ocean in the US and European markets in embracing DOOH, he said that video is now everywhere. Likewise, “audience data is also available everywhere”.

Citing the growth of programmatic OOH buying, he said that the programmatic space saw US$ million business transaction in the US market in the last one year, which is a major development in this space.

Barry spoke about DPAA’s news initiative for women’s empowerment and engagement in the DOOH industry through we.dooh platform that unites women working across the DOOH business environment.

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