The world of out-of-home advertising has significantly evolved and today is one of the most cost-effective and farthest-impacting advertising platforms with the ability to drive immersive and memorable experiences. More brands have turned to programmatic digital out-of-home (DOOH) to take the benefits of traditional OOH even further and bring in the unique advantages of digital messaging. In this Storytelling Revolution episode, we speak to Cathy Muldowney, Senior Vice President, Programmatic Sales, Clear Channel Outdoor Americas, who shares that "marketers are already enthusiastic about their prospects for 2022" and are optimistic about an economy turbocharged for growth.
Muldowney highlights how brands are choosing out-of-home (OOH) advertising as the go-to-choice for staying relevant in the consumer journey, as the "new normal" takes them outdoors at work, at play and on-the-go.
Brands can capitalize on "some very innovative solutions around programmatic digital OOH (DOOH) -- including real-time biddability, data-driven audience targeting and attribution measurement -- which are all driving more brands and marketers to embrace digital OOH as part of their omnichannel programmatic solution set," she says. Muldowney also shares how the Twitch Streamer Bowl campaign successfully engaged hard-to-reach, elusive gamers through programmatic digital OOH in key markets and worked closely with measurement partners, capturing spikes in video views and active visitors. The campaign won an industry award for Best Use of Programmatic in 2021.
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