Digital OOH Offers New Opportunities in the New Year

After a slow start to the year, we’ve been seeing Out-of-Home (OOH) advertising surging in 2021 with spend in the US up 38% in the second quarter of 2021 compared to the previous year, according to Out of Home Advertising Association of America (OAAA). It appears that digital OOH (DOOH) has been leading this resurgence spiking almost 80% compared to Q2 2020. Given that 75% of consumers have stated that excessive time on devices leads them to tune out digital device ads, how can brands bring the flexibility, speed, and scale of digital to the real world?

Digital cartop ads are leading the way in digital OOH advertising across major cities in the US. Adomni’s partnership with Uber OOH means that marketers can mobilize their brand with real-time connected digital screens on top of Uber vehicles. We’ve seen this roll out in cities such as Atlanta, Phoenix, Dallas, and LA. Likewise, the Metropolitan Taxicab Board of Trade (MTBOT) recently partnered with Creative Mobile Media (CMM) to place cartop digital screens on over 3,500 taxicabs in New York.

We’re also seeing brands utilize the dynamic nature of DOOH to reach consumers. Kylie Jenner recently utilized Adonis real-world screens to promote the launch of her new skincare brand, Kylie Skin. This campaign targeted over 4,300 large-format roadside digital billboards, including Times Square and the Las Vegas Strip, as well as over 1,500 video screens across 1,000 U.S. cities - all of which were built, uploaded, and measured in realtime from the Adomni buying platform. The dynamic nature of DOOH meant that Kylie Skin marketers could change creative artwork instantly to display messaging like “coming soon,” or “sold out”.

Programmatic DOOH offers the opportunity to reach consumers with messages in real-time. The GPG team is excited to continue exploring opportunities for DOOH. We believe this is a great opportunity to bring your business to the real world!