Not Your Mother's Billboards: Adding Digital Out of Home to the Media Mix
summary
Claims that digital out of home is buyable like other channels and measurably moves both upper and lower funnel: programmatic DOOH driven by real‑time triggers (weather, pollen, traffic) and creative dayparting, interactive elements like QR codes, audience/context indexing plus cross‑channel reengagement. Reported outcomes include 2.4x offline sales lift on a multichannel Anheuser‑Busch test and survey/measurement figures such as 65% engagement and 57% immediate visits, so the format both runs and produces measurable results.
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chapters (13)
- 0:00Digital out of home intro
- 3:17Why digital out of home is not your mother's billboards
- 7:52Programmatic DOOH adoption
- 10:40Digital vs traditional OOH
- 15:34Programmatic DOOH adoption
- 17:40Why advertisers embrace DOOH
- 21:56Consumer psychology in campaigns
- 24:05DOOH for upper/lower funnel
- 29:01DOOH creative formats
- 32:16Retail media and DOOH
- 34:03QR codes and DOOH measurement
- 37:14DOOH creative best practices
- 40:31Q&A
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