While digital and static push advertising are becoming less effective, “transitional” out-of-home (OOH) advertising is making a comeback with digital billboards and interactive displays. One company, Adomni, has created an OOH advertising marketplace for ad creation, delivery and audience analytics. Digitization is probably the biggest trend in OOH advertising in general, but OOH advertising platforms that facilitate peer-to-peer or user-generated advertising, customization and personalization can empower traditional players to advertise smarter while bringing in a new generation of OOH advertisers. Powerful back-end software and hardware are increasingly important for large format, interactive digital OOH advertising. As we become increasingly numb to digital push advertising, I believe that innovative OOH advertising trends like what we saw at DSE this year will push the advertising industry in a new direction.

Source: Forbes May 20, 2019 19:30 UTC