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How Out-of-Home Media Companies Must Reinvent Themselves as Publishers to Survive

Release time:  2018-04-12 Release source:  ADWEEK author:  ADNose browse:  452


For the past five years, industry leaders have been heralding the golden age of out-of-home (OOH) advertising, predicting it will evolve into a medium that could do pretty much anything. The rhetoric around out-of-home today feels reminiscent of mobile, where for years the saying went, “This is going to be the year of mobile.”


Now, thanks to the rapidly increasing digitization of the OOH medium, the ascendance of smart cities, consumer expectations for responsive experiences and an explosion of location data, advertisers and media agencies are fundamentally changing their perception of OOH advertising.


Many believe this is going to be the year of OOH.


OOH has always been an indispensable platform for marketers, with two major characteristics that differentiate it from all other media. The first is its big, bold presence in physical space, the defining characteristic of the medium.


For the past five years, industry leaders have been heralding the golden age of out-of-home (OOH) advertising, predicting it will evolve into a medium that could do pretty much anything. The rhetoric around out-of-home today feels reminiscent of mobile, where for years the saying went, “This is going to be the year of mobile.”


Now, thanks to the rapidly increasing digitization of the OOH medium, the ascendance of smart cities, consumer expectations for responsive experiences and an explosion of location data, advertisers and media agencies are fundamentally changing their perception of OOH advertising.


Many believe this is going to be the year of OOH.


OOH has always been an indispensable platform for marketers, with two major characteristics that differentiate it from all other media. The first is its big, bold presence in physical space, the defining characteristic of the medium.