A Case for Evolving the Digital Out-of-Home Experience

Digital out-of-home (DOOH) is a rather broad term – in fact, according to Intel IOT Business Development Director Maroun Ishac, it’s “really the millions of screens that you see outside of the home.”

Alongside those millions of screens, which adorn everything from taxis and ridesharing vehicles to mall advertising, smart city infrastructure and airport signage, comes potential just as vast.

Ishac joined Intel’s host Mariya Zorotovich on this episode of To the Edge and Beyond to discuss the company’s role in powering that DOOH experience.

The role of advertising is shifting, and Ishac said DOOH solutions need to adapt. Often, they’re viewed as carrying with them inefficiencies in terms of spilled impressions (advertisers want their messaging to reach highly targeted audiences) and high costs.

“We need to move away from the old model of being ‘one too many,’” Ishac said. “We need to become fully digital and end-to-end accountable.” Ishac believes this shift allows immersive, rich content to be accessed via touchless, content aware, and AI responsive capabilities at scale. That’s where Intel comes in.

By helping media owners leverage cutting-edge artificial intelligence and analytics, DOOH digital signage solutions can connect brands with the specific audiences they want to reach more effectively, making more powerful and lasting impressions.

“We cannot be complacent,” Ishac said. “Even though we have all the ingredients and the technology and resource capabilities to be a fully digital medium, we’re only 14% programmatic. … We need to be at 100% programmatic.”

Connect with Maroun Ishac on LinkedIn or visit https://www.intel.com/content/www/us/en/internet-of-things/iot-solutions/digital-signage/dooh.html.

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