Programmatic will bring in new money to OOH: Jean- Christophe Conti

On the 2nd day of 60th FEPE International Congress held in Dubai, Jean- Christophe Conti, CEO of VIOOH talked about new-age OOH i.e. Programmatic and the future of DOOH. He began his session by highlighting that DOOH was the 2nd fastest growing media channel in 2018 where it grew from $ 5.7 billion to $ 14.6 billion the previous year. On the same note, he added that every medium had grown by getting digitized therefore one could expect programming to bring a shift in OOH. According to him, globally 68% of spends in 2020 will be on DOOH and programmatic spends will grow to 19% in 2019 globally.

He summed up the future of DOOH through the following points: –

• DOOH & Programmatic will drive OOH growth
• Programmatic will bring new buyers to DOOH
• Efficiency & flexibility will be the most desired features
• Next focus will be on biddable technology
• DOOH complements and amplifies other formats
• Programmatic empowers greater campaign creativity

He closed his session on an emphatic note with these words, “Programmatic will bring new money and flexibility, and accessibility and transparency will be the rules of the game.”