Tech-Led Disruption in DOOH: Insights from Amanda Dorenberg

The advertising landscape is undergoing a profound transformation, with technology playing a crucial role in redefining how brands engage with consumers. In the realm of out-of-home (OOH) and digital out-of-home (DOOH) advertising, this shift is not just about innovation—it’s about creating more dynamic, personalized, and impactful campaigns.

According to Amanda Dorenberg, Global CEO of ARTSHOUSE MEDIA GROUP, the integration of tech-led thinking is essential for modern advertisers. She emphasizes that technology not only enhances campaign effectiveness but also fosters greater accountability, transparency, and sustainability within the industry.

Breaking Barriers with Programmatic DOOH

One of the most significant disruptions in the industry has been the rise of programmatic DOOH (pDOOH). Amanda highlights how this innovation is democratizing the advertising ecosystem, allowing smaller brands to compete on the same stage as industry giants. “The potential for real-time bidding in programmatic DOOH can lead to higher efficiencies and enhanced optimization in ad spend, paving the way for a more equitable advertising ecosystem,” she notes.

By leveraging pDOOH, advertisers can now make data-driven decisions, ensuring their campaigns reach the right audience at the right time. This accessibility has increased overall advertising expenditures within the DOOH medium, further solidifying its role in the modern marketing mix.

Harnessing Data for Smarter Advertising

The shift toward data-driven decision-making has allowed advertisers to gain deeper insights into consumer behavior. Amanda points out that while industries like e-commerce and social media have long used consumer targeting, DOOH has only recently begun tapping into these capabilities.

“With advancements in technology, advertisers can now obtain near real-time insights into consumer behavior, optimize campaigns on the fly, and adjust creative elements based on performance,” Amanda explains. By analyzing details such as foot traffic and path-to-purchase data, brands can connect their DOOH campaigns to online engagement, reinforcing their messaging across multiple platforms, including OTT, search, and social media.

Creating Seamless Consumer Journeys

The evolution of advertising technology is bridging the gap between offline and online experiences. Amanda envisions a future where a digital billboard recognizes an individual’s digital footprint and delivers an ad aligned with their current OTT or social media activity. “We’ve all experienced social algorithms in action, and now the industry is evolving to combine DOOH with the online world in an equitable, sustainable, and responsible way,” she says.

This seamless integration allows advertisers to create cohesive consumer journeys, guiding potential customers from awareness to conversion through strategies like geo-targeting, synchronized messaging, and audience retargeting.

Sustainability and the Future of DOOH

Beyond innovation, Amanda stresses the environmental impact of advertising and how technology can play a role in promoting sustainability. She notes that while DOOH does consume energy, it produces significantly less waste compared to traditional OOH formats, which rely on vinyl, glue, and paper-based materials.

“Many DOOH media companies are now ensuring that the energy used to power digital displays is sourced from green energy providers,” she explains. Additionally, digital screens can be adjusted or turned off when not in use, further reducing their carbon footprint.

For Amanda, adopting tech-led practices in advertising is not just about staying ahead—it’s about being responsible. As the industry continues to evolve, leveraging technology will be key to creating smarter, more sustainable, and more impactful advertising solutions.