Product News | October 11, 2021

How to boost your back-to-school campaigns with OOH advertising

Yearly back-to-school shopping typically involves students leading their parents on a scavenger hunt through department stores in search of school supplies. For many, the beginning of a new school year means new clothes, shoes, and a fresh start. 

The back-to-school season is also an important time for brands and businesses, both online and in-person. As the second-biggest shopping event of the year, it provides an opportunity for retailers to attract consumers online and in-store. This influx of shopping activity significantly boosts sales revenue for retailers and brands, especially those selling school-related items like clothing, electronics, stationery, backpacks, and more. In fact, Americans spent a total of $135.5 billion for back-to-school and back-to-college shopping in 2023, a number projected to grow to $189.7 by 2028.

According to Sensormatic Solutions’ U.S. Back-to-School Consumer Sentiment Survey, 79% of shoppers plan to head into stores this year, a steady increase from previous years, with 80% planning to start back-to-school shopping in July or August. “The entire shopping journey will be about minimizing costs. Parents plan to shop earlier for deals, pay with cash, and prioritize in-store purchases,” Stephen Rogers, Managing Director at Deloitte, said in last year’s Deloitte back-to-school survey.

This early shopping mindset presents a significant opportunity for brands, retailers, and advertisers to capture consumers’ attention. One of the most effective ways to do this is through out-of-home (OOH) advertising, which drives traffic and influences purchasing decisions in person and online.

Strategies for effective back-to-school OOH advertising

According to new data from the OAAA and The Harris Poll, 73% of consumers view OOH ads favourably, higher than other media channels like TV/video, social media, and online ads. Here are our top strategies for leveraging the medium to capture shoppers’ attention during the bustling back-to-school season. 

Targeted ad placements

With 60% of shoppers planning to visit two or three stores for their back-to-school shopping, activating strategic OOH ads can help boost foot traffic and drive audiences directly in-store. Placing ads in high-traffic areas, like near schools, shopping malls, and transit routes frequented by students and parents, can maximize visibility. Transit routes like bus shelters, subway stations, and billboards on roads used by students and parents are a great way to ensure the right people see your ads.

Kellog’s back-to-school ad promoting its cereal brands

Ads placed in close proximity to retail stores can capture consumers when they are already in a shopping mindset. The OAAA reports that 30% of consumers have recently noticed ads providing directions to businesses. Of those who saw directional DOOH ads, 51% visited the advertised business, and 93% of those visitors made a purchase, highlighting the real-world business impact of DOOH ads. Engaging audiences directly at or near a point of sale allows advertisers to streamline the customer journey, capitalizing on the effectiveness of OOH in boosting brand awareness and driving sales. 

Contextual, relevant messaging

Crafting timely and relevant messages for your OOH ads can significantly enhance their effectiveness. With 67% of back-to-school and college consumers reporting higher prices on back-to-class items, dynamic OOH ads tailored to contextual settings or time-specific discounts play a key role in capturing attention and prompting action – especially as inflation continues to affect the average household. 

Thanks to ongoing advancements in programmatic digital OOH (pDOOH), advertisers can also trigger ads based on real-time data conditions like weather, traffic, special offers, events, and more. Retailers can even run ads based on inventory triggers, like promoting special discounts when a particular store has an overstock of supplies. 

It’s also important to customize your messaging to resonate with the specific needs and culture of the local community. For example, ads in university towns might focus on dorm essentials and campus gear. And it’s not just retailers who can benefit; local businesses can also take advantage of the season by running offers in student-heavy areas, like promoting discounts for students or special deals on group meals. 

Tesco promotes its back-to-school via OOH in a shopping mall

Timing is everything

Timing your ad campaign right is essential to maximize ROI. Planning ahead and giving yourself plenty of time to perfect your creative and think through your strategy will set you up for a successful back-to-school campaign.

  • Get started early: Launch your OOH campaign several weeks before the back-to-school rush to build awareness and anticipation.
  • Peak shopping periods: Focus your advertising efforts on peak back-to-school shopping periods from late July to early August.
  • Dayparting: Schedule your ads to run when your target audience is most likely to see them, such as morning and afternoon commutes.

Amplifying digital reach with OOH

OOH advertising is not just about physical presence; it can also drive digital engagement. According to data from a recent study by The Harris Poll and OAAA, over three-quarters of US adults recently used their smartphones to engage with an OOH ad, with 43% of these interactions leading to online purchases. 

OOH ads can effectively drive traffic to online stores and social media platforms. For example, including QR codes or short URLs on OOH ads can encourage viewers to visit your website for exclusive back-to-school deals. Additionally, promoting social media contests or giveaways through OOH ads can increase engagement and followership, like a campaign where students share photos of their back-to-school outfits with a specific hashtag for a chance to win a gift card. This integration of physical and digital marketing strategies amplifies reach and fosters a more interactive consumer experience.

Retargeting campaigns

Geofencing technology can enhance the effectiveness of OOH ads by enabling retargeting. Brands can define virtual boundaries around specific geographic areas. When a mobile device enters these areas, it can trigger location-based ads or notifications. This allows for hyper-localized advertising, ensuring your message reaches the right audience at the right time. Brands can also leverage Connected TV (CTV) to deliver highly targeted campaigns, effortlessly expanding the reach of video promos by repurposing them in DOOH venues such as elevator screens in residential and office buildings, malls, and other locations with longer dwell times.

The back-to-school season is a prime time for brands to connect with consumers and boost sales. Incorporating OOH into your marketing strategy is a strategic way to reach parents, students, and teachers where they’re at, increasing brand awareness and prompting them to take action. 

Interested in getting started with DOOH this back-to-school shopping season?

Explore curated audiences in our Retail package here!

Product News | October 11, 2021

What is out-of-home (OOH) advertising? A beginner’s guide for marketers and media buyers

Out-of-home advertising displaying on a huge digital display at Piccadilly Circus in London, England. Ads for Coca Cola, Samsung, and other prominent brands are present on the screen.

Out-of-home (OOH) advertising, also known as outdoor advertising, refers to billboards, signage, or other highly visual, highly impactful media displayed in public spaces people walk past and drive by every day. It also represents one of the biggest opportunities for advertisers to connect with their target audience outside the crowded context of their personal devices.

According to Solomon Partners’ 2023 benchmark report, out-of-home advertising produces the highest levels of consumer recall compared to other media channels — surpassing traditional mediums like print, podcasts/radio, and television, as well as online executions via desktop and mobile. That means people are taking notice of OOH media at a time when rising competition and an already crowded ad landscape have made it more difficult than ever to stay top of mind. 

In our 20+ years of OOH experience, we’ve learned a thing or two about this exciting (and continuously evolving) advertising medium. To make it easy for you, we’ve divided this blog into sections so you can easily find what you need.

Types of OOH advertising

You might picture huge roadside billboards when thinking about outdoor advertising — and while that is a key part of it, one of the fun things about OOH advertising is the sheer variety that’s found within the space. From small static posters to digital screens triple the size of a regulation football field, today’s marketers have an incredible array of opportunities to connect with audiences in the OOH space.

OOH vs. DOOH

Broadly speaking, today’s out-of-home advertising falls into one of two categories: traditional (i.e., static) OOH or digital OOH.

As you might guess, digital out-of-home (DOOH) is a digital subset of out-of-home advertising. Dynamic, data-driven, and capable of delivering measurable impact and proven results, DOOH refers to any digital media that appears in environments accessible to the public. This includes digital billboards, menu boards, and screens found at retail stores, inside elevators, or connected to public EV charging stations.

Meanwhile, traditional OOH persists as a powerful and effective advertising medium that can provide advertisers with a competitive edge. With their eye-catching large formats, long-term exposure, and strategic placements, static billboards continue to thrive in the digital age

Traditional (i.e. static) OOH

Advantages:

  • 100% share of voice
  • Always on
  • Long-term exposure
  • CPM is typically significantly lower than other formats
  • Increased creativity, as many billboard companies allow for design and messaging that extend past hard dimensions

Considerations:

  • Activation/installation can be time-consuming and costly
  • Not easy to update or swap out an advertisement (and doing so will incur additional costs)
  • Over time, ads may lose their novelty or impact
  • Static billboards may require maintenance due to environmental changes
Static OOH billboard promoting Apple’s iPhone 12

Digital OOH (DOOH)

Advantages:

  • Support for multiple ad formats (video, motion graphics, dynamic HTML5 content, etc.)
  • Quick, cost-effective turnaround
  • Easy to make real-time updates to ad creative
  • Factors such as weather, news alerts, or traffic patterns can serve as triggers to run specialized ads
  • Ability to be bought programmatically (pDOOH)

Considerations:

  • Exposure time is shared amongst other advertisers
  • Most ads only remain visible for 8-10 seconds
  • Can be more expensive to purchase than static billboards
A digital OOH billboard from KitKat’s ‘Have a Break’ campaign

Static and digital billboards and various other out-of-home media formats have demonstrated their effectiveness in today’s diverse advertising landscape. The crucial consideration comes down to determining which type of OOH advertising best suits your particular circumstances, desired outcomes, and overall campaign goals.

Media formats

The Out of Home Advertising Association of America (OAAA) categorizes standard OOH media formats into:

  1. Billboards (like Bulletins and Posters)
  2. Street furniture (like Bus Shelters and Urban Panels)
  3. Transit (like Airports and Taxis)
  4. Place-based (like Malls and Restaurants)

Benefits of out-of-home advertising

OOH advertising offers several benefits that make it a valuable option for marketers and brand advertisers. Here are some key points to consider if you’re thinking about incorporating OOH into your larger marketing strategy:

High visibility and reach: Nine in ten U.S. adults (88%) notice OOH ads, and nearly 80% have engaged with an OOH ad in the past 60 days, according to a recent OAAA and Morning Consult survey. OOH advertising can be strategically placed in high-traffic areas, such as city centers, highways, and transit hubs, to maximize reach and target a large and diverse audience — including those who are difficult to reach through other media channels.

Brand safety and environment: Free from the risks of ad fraud and brand safety issues associated with online advertising, high-quality, well-placed OOH ads can actually enhance brand perception and credibility, contributing to a positive brand association. A new Harris Poll study found that a staggering 73% of consumers view digital out-of-home ads favorably, significantly surpassing other forms of ad media such as television/video (50%), social media (48%), online (37%), audio (32%), and print (31%).

Targeted placement: OOH advertising locations can be selected to reach specific demographics based on the area’s typical foot or vehicle traffic. Additionally, ads can be placed in contexts where they’re most relevant, like near shopping centers, business districts, or entertainment venues. The same Harris Poll study found that 51% of consumers who noticed directional DOOH ads subsequently visited the advertised business — and the overwhelming majority (93%) of those who visited a business after viewing the ads ended up making some kind of purchase. 

Drives online activity: OOH is the most effective offline medium in driving online activity and can enhance the effectiveness of other advertising channels by reinforcing messaging seen elsewhere, such as on TV or online. Repeated exposure in different contexts (e.g., during the daily commute and on social media) is also shown to maximize your campaign impact and improve brand recognition and recall.

Cost-effectiveness: Per Solomon Partners’ 2023 Media Trends Report, the average CPM of an OOH ad in the U.S. market ranges between USD$2 and USD$9 per thousand impressions — a relative bargain compared to other advertising channels like broadcast TV (where ads can have a CPM of anywhere between USD$16-45) and device-based digital video (with the average cost of mobile and desktop digital video ads climbing to USD$40 on the higher end). 

What’s possible with today’s OOH

In 2024, OOH is a fast-growing ad medium and an important part of a full-funnel marketing mix — especially as DOOH advances and its programmatic capabilities continue to evolve.

Flexible buying options

Like online digital advertising, digital out-of-home advertising is now available for purchase programmatically. This means that ad slots are made available for automated purchase based on the criteria selected by the buyer. 

Programmatic digital out-of-home, or pDOOH, can be used to target a specific audience demographic, or it can be used to purchase ads based on ambient conditions – such as the weather, live sports scores, time of day, etc. Unlike classic or directly purchased DOOH, pDOOH allows advertisers to buy inventory in near real-time without the need for upfront commitments or predefined schedules. This provides a high degree of flexibility and responsiveness, minimizing lead times and making optimizing ad placements and adjusting spending on the fly easier. 

While programmatic transacting isn’t necessarily a prerequisite for all of the out-of-home advertising possibilities outlined below, the streamlined workflows of today’s demand-side platforms (DSPs) are one of the many factors driving pDOOH usage amongst marketers. Others include improved third-party data integration, increased operational efficiency, enhanced reach, and more in-depth campaign targeting and measurement capabilities. 

There’s a lot to talk about with programmatic outdoor advertising. If you’re interested in digging into this topic more, check out our eBook, The Media Buyer’s Guide to Programmatic Digital Out-of-Home, to learn all about it. Otherwise, read on to find out more about the exciting possibilities of today’s OOH advertising.

Enhanced targeting and personalization

The advent of digital out-of-home advertising has significantly enhanced personalization and targeting capabilities. Marketers can now leverage data to target specific demographics and deliver personalized messages based on the location and behavior of the audience. And in an increasingly cluttered media landscape, activating OOH at the right place and time to reach your desired demographic is key.

Examples of data sources marketers can use to run the most effective OOH campaigns possible include: 

  • Mobile location data: Leveraging GPS and mobile data, advertisers can target specific demographics and points of interest (POI) to deliver personalized messages based on the location and behavior of the audience.
  • First-party customer data: Marketers can also combine first-party data with their OOH strategy to better understand the preferences and behavior of their target audience.

Many OOH networks integrate with mobile data providers to get a historical view of audience demographics and movement around their displays. Advertisers can use this data to help decide which locations are the best fit for their campaign. For example, a brand promoting noise-canceling headphones might want to place ads near locations where students spend time, like universities, libraries, public transit, and gyms.

Marketers can also combine first-party data within their OOH strategy to reach audiences with contextually relevant ads. One such advertising approach that’s gained popularity over the years is the rise of retail media networks (RMNs). Retailers (and by extension, their RMNs) have access to large amounts of first-party customer data through their owned and operated digital platforms.

While they’ve traditionally operated within digital retail environments, RMNs are now diversifying to include offline channels like OOH to catch consumer attention in-store. A primary benefit is that this data can be used across various channels, such as digital display, CTV, social media, and DOOH. This allows marketers to deliver hyper-personalized offerings through online and email campaigns, loyalty programs, in-store offers, and more.

Dynamic content and real-time updates

Improvements in real-time data integration have revolutionized OOH advertising, allowing brands to dynamically alter their messaging in response to immediate conditions and events. Marketers can now adapt their digital out-of-home messages on the fly, responding to changing conditions and audience needs. This capability ensures that advertisements remain relevant, timely, and engaging, enabling advertisers to deliver timely, impactful messages that enhance engagement and drive results.

Here are several ways real-time updates are transforming OOH advertising:

  • Dynamic content delivery: Today, it’s possible to have digital out-of-home (DOOH) displays automatically change content in response to all manner of real-time data triggers, enabling engaging real-time interactions with the people standing in front of them.
  • Real-time campaign adjustments: Marketers can adjust campaigns in real-time based on performance data, optimizing ad spend, and improving ROI. 

Dynamic DOOH advertising enables brands to capitalize on the power of personalization while reaching a more engaged audience through contextual conversations with technology. In fact, research has shown that using contextually relevant (i.e., dynamic) DOOH campaigns increases advertising awareness by +18%

The potential triggers for a dynamic DOOH campaign are essentially limitless. Everything from weather data to financial marketing data, to sports results, to on-location visual sensors can be used to trigger changes to on-screen content. Whatever the data source, the goal is always to draw on that data to provide a more appealing, more relevant content experience.

Today’s marketers can also leverage technology and real-time data analytics to continuously optimize ad performance over the course of a campaign. This agile approach ensures that advertising campaigns remain relevant, cost-effective, and impactful by responding instantly to changing conditions and audience behaviours. 

Cross-channel integration

Recent technological advancements have significantly enhanced cross-channel integration capabilities for OOH advertising, making it more interconnected with digital, social, and mobile channels. 

In addition to creating more cohesive, engaging, and effective advertising campaigns, marketers can use cross-channel analytics to track the performance of OOH campaigns alongside other media, offering a comprehensive view of campaign effectiveness and ROI. Improved analytics tools allow for better measurement and attribution of OOH ad impact in conjunction with other media, providing a holistic understanding of campaign effectiveness.

READ ALSO: 6 Steps for Integrating Digital Out-of-Home in Your Omnichannel Marketing Strategy

Examples of OOH in action

Need some inspiration? Here are some examples of how different brands have leveraged the medium.

Sea-Doo: Increasing Purchase Consideration in Florida

To reach its core audience of personal watercraft, pontoon, and fishing enthusiasts, Sea-Doo launched a programmatic DOOH campaign in Florida alongside other channels like search and social media that resulted in a +144% lift in purchase consideration. The campaign also provided a major boost in brand perception, creating a +130% lift in positive brand image

H&M Portugal: Boosting brand image and ad recall

When major international clothing retailer H&M wanted to drive brand awareness and increase sales of its fashion collection across key Portuguese markets, the brand turned to programmatic DOOH to support its omnichannel campaign for fashion-conscious consumers. Video ads promoting the seasonal clothing collection were shown on screens in malls, subways, and train stations, resulting in a +81% lift in brand image.

Want to see how major brands and advertisers are integrating outdoor and out-of-home advertising into their media strategies?

Check out our collection of case studies for inspiration!

Product News | October 11, 2021

Spotlight on StackAdapt DSP: Driving programmatic DOOH adoption in omnichannel campaigns 

Data-driven campaigns have become crucial in today’s digital advertising landscape, extending their importance to digital out-of-home (DOOH) advertising as well. More than ever, advertisers are demanding DOOH campaigns driven by streamlined execution, measurement capabilities for attribution, retargeting capabilities, and scalability. 

StackAdapt, a multi-channel programmatic advertising platform, is helping media buyers drive performance through  AI-driven campaigns. Operating in North America, LATAM, EMEA, and APAC regions, StackAdapt’s award-winning, user-friendly, self-serve platform is trusted by a diverse range of SMB and enterprise customers across verticals like B2B, healthcare, travel, e-commerce, and more. 

Partnering with Broadsign in 2023 amidst the escalating demand for OOH advertising, the collaboration unlocked new OOH inventory available on StackAdapt’s demand-side platform, providing users access to premium global screens in high-traffic locations that are available programmatically through the Broadsign supply-side platform (SSP). “Buyers are beginning to comprehend and lean in on the digital transformation trends occurring in the OOH landscape and take advantage of this impactful channel in their omnichannel campaigns,” says Michael Shang, SVP of Advertising Technologies at StackAdapt.

Technology solutions for the changing programmatic DOOH environment

Despite increasing popularity, programmatic buying and selling are still sometimes considered to be a complicated process. However, StackAdapt’s advanced artificial intelligence solutions and machine learning algorithms are helping dispel the common misconception, simplifying the process to make it more enticing for reluctant media buyers. 

Traditionally viewed as an upper-funnel awareness tool, DOOH now offers enhanced targeting, engagement, and conversion opportunities, making it a valuable medium throughout the omnichannel funnel. “We recognize the transformative potential of DOOH within the advertising funnel and are committed to reimagining its role beyond just an upper-funnel tactic,” says Shang. “With advancements in measurement and attribution capabilities, DOOH now plays a pivotal role across all consumer journey stages.”

By leveraging advanced measurement technologies such as geospatial tracking, footfall analysis, cross-channel attribution and retargeting, we empower our advertisers to understand the full impact of their DOOH campaigns. From driving brand awareness and consideration to influencing purchase decisions and foot traffic, DOOH’s impact can be measured and attributed across the entire funnel.

StackAdapt’s approach to integrating DOOH into the advertising mix goes beyond traditional metrics to deliver comprehensive insights into consumer behaviour and campaign performance, providing clients with the same level of granularity and optimization as other channels. Whether through precise location and point of interest targeting, optimizing creatives based on venue types and locations, or using bidding trigger tactics like weather triggers, DOOH campaigns ensure measurable results for advertisers. 

The platform’s technology analyzes extensive data using machine learning and AI to inform campaign optimization strategies. This allows for dynamic adjustments to bidding strategies, audience targeting parameters, and real-time creative optimizations, maximizing the efficiency of every ad dollar spent.

Partnering with Broadsign for seamless campaign execution

Given the global rise in demand for digital OOH, integrating with Broadsign offers StackAdapt clients significant advantages to capitalize on the dynamic DOOH advertising landscape. Media buyers benefit from streamlined integration capabilities through this partnership, resulting in more seamless campaign execution processes. 

“As a leading DOOH SSP and ad server, Broadsign offers scalable access to premium inventory, empowering our clients to reach their target audiences effectively and efficiently, translating into quicker campaign launches, optimized targeting strategies, and ultimately, improved ROI for advertisers in DOOH.”

Michael Shang, SVP of Advertising Technologies at StackAdapt.

Recognizing the importance of seamless access to DOOH inventory for clients, StackAdapt offers auction packages through its platform, providing access to a diverse array of DOOH screens powered by Broadsign. With auction packages, media buyers can easily tap into DOOH inventory without the hassle of extensive negotiations or complex setup processes. Curated to meet various client needs like particular venues, media owners, or packages with specific audience data layered on top, these packages are readily available as off-the-shelf solutions within StackAdapt – ready for implementation in just a few clicks. This allows clients to launch DOOH campaigns quickly, ensuring they can capitalize on valuable advertising opportunities without delay.

In March 2024, StackAdapt and Broadsign introduced a new auction package for their ad tech integration, simplifying the planning and execution of political digital OOH campaigns for StackAdapt’s US media buyers. Each package contains a list of selected premium screens available via Broadsign’s SSP, already approved by publishers for political advertising in the US.

By harnessing the power of data-driven insights, seamless integration capabilities, and curated inventory, advertisers and media buyers can stay ahead of the curve and achieve greater success when implementing DOOH into their omnichannel campaigns. As we look to the future, more collaboration between technology partners and industry players will undoubtedly drive further innovation and greater channel adoption.

Learn more about the value of auction packages and programmatic DOOH for your advertising strategy. Connect with us today! 

Product News | October 11, 2021

Out-of-Home Advertising in 2024: Insights from this year’s OAAA OOH Media Conference 

Last month, the Broadsign team attended the 2024 OOH Media Conference, a three-day out-of-home (OOH) industry event hosted by the Out-of-Home Advertising Association of America (OAAA) that brought together over 1,000 brand marketers, agency leaders, and technology partners from around the world. 

The theme of this year’s conference was ‘Our Moment,’ a nod to the technology advancements, creative innovations, and collaboration that have contributed to the resilience and adaptability of the medium. And what a moment to shine it is! From the revival of major U.S. cities post-pandemic to the emergence of AI tools and robust measurement capabilities, OOH is the fastest-growing traditional advertising channel, experiencing double-digit growth in 2023.

Read on for our takeaways from this year’s event

Digital OOH continues to drive action and remains a highly effective medium

Officially released during the conference, the latest study by the OAAA and The Harris Poll presented key findings around the efficacy of digital OOH (DOOH), particularly its ability to engage with audiences in a positive way. Results found that 73% of consumers view DOOH ads favourably, significantly higher than other media channels like TV/video, social media, and online ads. Millennial and Gen Z audiences favoured DOOH ads the most, an encouraging sign for advertisers as this group holds significant spending power. 

Results also found that DOOH is more likely to drive action than any other competing media, with nearly 50% of consumers stating that DOOH ads are likely to make them take action post-exposure. Common types of action reported include watching video programming (38%), visiting a restaurant (30%), engaging in word-of-mouth conversations (29%), and store visitation (29%). 

It’s clear that OOH advertising deserves a significant piece of the media pie. More advertisers and brand marketers are recognizing the unique benefits of DOOH and are increasingly reallocating dollars from digital channels into the medium. This shift not only drives top-level brand awareness but also prompts direct consumer actions in a favourable way. 

The future of OOH goes beyond billboards

As the OOH landscape evolves, the medium is extending far beyond traditional billboards. The expansion into diverse formats, including transit advertising, is redefining how advertisers reach audiences while reshaping urban experiences. Brands can now appear in contextually relevant ways that grab consumer attention. The Harris Poll found that consumers consider dynamic ads with deals and offers related to things like weather conditions and timely discounts to be the most useful. From dynamic displays on buses and trains to interactive screens in subway stations and airports, OOH is harnessing new technologies and locations to capture consumer attention in increasingly effective ways. 

We were excited to see that many of this year’s OBIE Awards winners went beyond billboards to include non-traditional formats – we’re talking train takeovers, airport installations, and even giant vending machines (yes, really). We’re looking forward to seeing how more versatility in OOH formats helps brands connect with modern consumers. 

Physical ads amplify digital channels

Social Media and the Creator Economy

Social media remains a key focus in an omnichannel advertising strategy, particularly when it comes to reaching younger audiences like Gen Z. As influencers and content creators leverage their following to engage audiences across digital platforms, OOH offers a tangible extension of this engagement into the physical world and is now starting to play a significant role in the creator/influencer economy. 

From smaller influencers to global superstars, many content creators are turning to OOH to promote brands, entertainment releases, and more. Brands and advertisers are also working with influencers to promote their offerings, leveraging consumers’ favorability toward influencers. In a 2023 study from the OAAA and Morning Consult, 31% of adults were found more likely to purchase a product or service with a familiar influencer, creator, or celebrity in an OOH ad. When brands and creators harness the power of OOH together, they can craft a powerful message that builds trust.

Singer Lana Del Rey famously promoted her album with a singular billboard in her ex-partner’s hometown – a move that went viral on social media

Connected Television (CTV)

As Anna Bager, President & CEO of the OAAA, said in her 2024 State of the OOH Industry speech, now is the time to show brands how OOH can help amplify their CTV messaging as consumers leave their homes. As OOH measurement and attribution capabilities become more robust and audience data gets more granular, the pairing of the two mediums is enabling more precisely targeted real-world ad delivery.

Together, OOH and CTV are creating a powerful combination for reaching modern consumers. By integrating OOH’s broad reach and high visibility with CTV’s targeted and interactive nature, brands can craft cohesive campaigns that engage audiences across multiple touchpoints. To strengthen a brand’s connection, marketers can engage consumers through CTV when they’re indoors and then reinforce the message with OOH advertising as they go about their day.

Artificial intelligence is here – and here to stay

Of course, a conference full of marketers wouldn’t be complete without a discussion (or many discussions) on artificial intelligence. Across the industry, marketers are leveraging AI tools to improve efficiency, enhance creativity, optimize measurement, and more. According to a recent OAAA member poll, over 50% of marketers now use AI in some form.

From OOH ad creatives to localization, AI’s applications in the OOH workflow are extensive, with tools that enable marketers to craft highly personalized and effective campaigns, streamline their processes, and gain deeper insights into their audience’s behaviour. And in this new era, staying ahead means not just adopting AI, but mastering its use to drive growth and innovation. While AI likely won’t replace marketers’ jobs, the general consensus is that marketers who understand how to harness these tools will thrive. 

As we continue to grow and thrive as an industry, we’re looking forward to capturing a larger share of ad spend, especially thanks to automation and programmatic developments that are levelling the playing field with other media channels. We’re excited to see how OOH trends evolve over the next year. 

Product News | October 11, 2021

Broadsign’s Joy Hines named a 2024 Top Women in Media and Ad Tech 

We’re thrilled to announce that Joy Hines, Director of Programmatic Operations here at Broadsign, has been named one of AdExchanger and AdMonsters’ 2024 Top Women in Media and Ad Tech! The prestigious award recognizes and celebrates women who have contributed significantly to the digital media and advertising technology community.

Joy is honored as a Programmatic Storyteller for her work in driving the adoption of programmatic solutions to media buyers, advertisers, and partners within the broader advertising industry. From ad tech innovation to programmatic sales and operations, honorees in the category are expert communicators who harness the power of storytelling to clarify complex messages and boost ad tech engagement.

Joy’s journey in ad tech spans over 15 remarkable years, including eight focused on Programmatic both at Yahoo! and Broadsign, where her experience is helping us shape and support the fast-growing programmatic digital out-of-home (pDOOH) industry. 

During her tenure at Yahoo!, Joy co-led the transformation of the client support model to a customer-centric approach that aligned with the rapid growth of the self-service business of the Yahoo DSP and helped drive the adoption and growth of native ads with programmatic buyers.

Joy brought her expertise to Broadsign in 2023, helping to scale operations for the company’s fast-growing programmatic OOH business. Leading programmatic operations for North America and LATAM, Joy and her team focus on building and scaling partnerships with our 30+ demand-side platform (DSP) partners and agencies, helping them execute programmatic DOOH campaigns with enormous success. 

A natural leader and coach, Joy excels at educating buyers about DOOH and how it can drive business results by reaching their intended audience, with precision, in various environments.

“It’s an incredible honor to be recognized alongside this exceptional group of women in media and ad tech. I see this as recognition not just for me personally, but for Broadsign as well. We’ve made significant strides in the programmatic DOOH space over the past few years, and I’m excited to see that momentum continue as the space continues to evolve,” says Joy Hines. 

“Joy delicately balances the ever-changing digital ad landscape and is skilled at identifying and growing the talent around her to produce amazing leaders and business results,” says John Dolan, Global VP of Media Sales at Broadsign. “She’s a forward-thinking leader who isn’t afraid to take risks but does so with a pragmatic approach to problem-solving.”

Congratulations, Joy!