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

Jean- Christophe Conti, CEO of VIOOH drove home the significance of programmatic OOH and the future of DOOH at the 60th FEPE International Congress

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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

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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.”

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