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For CMO Professionals

Digital Remakes Out-Of-Home Advertising

A Traditional Channel Gets An Interactive "In Person" Makeover

November 18, 2011

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  • By Tracy Stokes
  • with Cory Munchbach,
  • David M. Cooperstein

Why Read This Report

Adding digital to traditional out-of-home has transformed a stagnant medium into a fast-growing channel with significant upside for marketers as small screens grow ever-more cluttered. The landscape remains fragmented, and many installments still lack creativity, which has hampered consistent or meaningful adoption of digital out-of-home into the marketing mix. But standardized metrics, technology improvements in front of and behind the screens, and innovative high-profile campaigns have given this channel some critical momentum.

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Table of Contents

  • Digital Innovations Revitalize Out-Of-Home Media
  • Despite Growth, DOOH Faces Growing Pains
  • Innovation And New Technology Paint A Brighter Picture For DOOH
  • Digital Outdoor Fits Best For "In Person" Advertising

  • Take A Customized Approach To DOOH To Enhance Relevance
  • Supplemental Material
  • Related Research Documents