The Future of Digital Out of Home Advertising
There remains a huge opportunity to market to consumers on the go, and a whole industry has risen to meet that demand. However, out of home advertising has many drawbacks that prevent companies from relying on this channel too heavily.
Companies like Intel hope to change this perception, as well as the overall effectiveness of this type of advertising.
In this episode of The Edge and Beyond, Shelby Skrhak discussed the past, present, and future of digital out of home (DOOH) advertising with Maroun Isaac and Andreas Soupliotis.
Isaac, the Director of Business Development in the Retail, Banking, Hospitality, and Education division at Intel, helped shape the company’s vision of effective DOOH advertising. Meanwhile, Soupliotis is the CEO and cofounder of Hivestack, helping to innovate the DOOH media buying process when the company was first established.
Traditional out-of-home advertising has not been a large part of any company’s marketing strategy because “brands are no longer interested in this type of media,” Isaac said. “They’re no longer interested in paying for ads that are incredibly inefficient and have lots of spilled impressions.”
However, things began to change in the 2000s, once Intel began “championing a new marketing playbook for out of home,” Soupliotis said.
In 2018, Intel and other industry leaders pushed DOOH further with the 3A initiative. The three As – which stand for addressable, accountable, and attributable – are crucial to helping DOOH companies remain competitive with today’s giants of online advertising.
In 2020, Intel and Hivestack worked with Live Board to implement the 3A approach to a live campaign based on location data and audience movement patterns. Hivestack partnered with Intel to programmatically activate screens targeting a high concentration of business decision-makers. In total, intent from 1704 business domains was measured, generating an 8.8% overall lift, with nearly 4 million impressions delivered and positive consideration and intent-driven among key decision-makers.
Learn more about DOOH by connecting with Maroun Ishac or Andreas Soupliotis 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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