#dooh marketing

[chetanagp]

In the bustling realm of advertising, where innovation is the key to engagement, Digital Out of Home (DOOH) stands tall as a beacon of modernity. In 2022, the DOOH market flaunted its prowess with a valuation of US$ 23.24 billion, igniting a journey towards unparalleled growth. Fast forward to the horizon of 2029, and the landscape is poised to witness a remarkable transformation, with revenues expected to soar at a staggering 11.2% rate, culminating in a monumental figure of nearly US$ 48.88 billion.

[magicmindsblog]

Dynamic DOOH & connected TV solutions drive targeted engagement. Leverage advanced programmatic tools for precision targeting, increased campaign ROI, and sustaining digital growth. Connect with consumers anytime, anywhere.

[madstars-festival]

[SPEAKER INTERVIEW] When Technology And OOH Hang Out Together, Great Things Happen - Tom Goddard, president & executive chairman of WOO

Tom Goddard has been president of the WOO(World Out of Home Organisation) since 2017, a worldwide association of outdoor advertising companies that supports and promotes outdoor advertising.

He was also a speaker at this year’s MAD STARS. He is an encyclopedia of out-of-home advertising and one of the drivers of its growth. His MAD STARS topic, Innovation in Out-of-Home Advertising, discussed the potential that technology can unleash.

Q. What were the main insights on which your session was built?

A: Innovation is key to the growth of Out of Home as the media world becomes bigger - thanks to online - but also more complex. Fortunately, we have the means to innovate - via technology - and prove that it works in the exponential growth of digital OOH. Technology is a friend to OOH whereas, for other legacy media, it's a challenge, even an obstacle. 

Q. You have a world view of OOH advertising. Where in the world is it being done especially well?

MAD STARS 2022 Gold Winner - Liquid Billboard / MAD STARS 2022 Bronze, Crystal Winner - GIANT 3D CAT

A: I believe Asia in general, and South Korea in particular, are good examples and leading the charge in many respects. Digital is a key driver in many markets but in others, what we call classic is by far the main channel and likely to remain so in the foreseeable future. But that's the strength of the medium, we operate on two canvasses. Outside the coastal cities classic is by far the biggest medium in the US, still probably the world's biggest national market. India too.

Q. What are the main challenges to OOH now?

A: Growing our global market share from its current 5% or so to 10% and beyond must be the biggest challenge. It's what the medium merits. Within this audience measurement is a big factor, we badly need more consistency. Advertisers demand it, especially for global campaigns. Sustainability, too, is now center stage for advertisers and business in general, as it should be. OOH has a great story to tell but a difficult one to get across, as many of our canvasses are illuminated and using energy. But it compares very favorably, when measured against other media, although we have a lot more work to do.  WOO recently formed a Global Sustainability Task Force to help our members, and the industry to hasten our efforts and achieve Ad net zero in a timely fashion. 

Q. On the other hand, what is great about OOH right now? A: The extremely productive marriage of creativity and technology is unique to OOH. Other media, including online, struggle to use technology to improve creativity and creativity means impact. For most media, technology is a way to improve performance in terms of what we used to call direct marketing - targeting individual consumers, addressable TV for instance - but creativity has suffered, and such ads don't become part of the culture in the way they used to. The impact is therefore reduced. Technology enables digital OOH to produce amazing canvasses which engage and interact with people as well as have an unrivalled impact.  

Q. Are there any exciting things under development for the future?

A: Automation and, to a degree, programmatic are opening a new world for OOH in terms of its place in omnichannel marketing, the key priority for many major advertisers. We know that OOH has an unrivalled impact, what we need to do is ensure our delivery is fast, seamless, and measurable.  

Q. Where does OOH stand in the division of media (vs TV, online, radio, etc) now? Where do you hope it will stand in the media split in five years? A: Online isn't going away but I think advertisers, increasingly, are seeing its limits. And there are some big clouds on its horizon including privacy and concerns about the sheer scope and power of the tech giants. Traditional media like linear TV, print, and radio are clearly on the back foot in this battle. OOH, to a degree, has already undergone its own digital transformation and that should help to increase our market share, taking us to 10% and more. I expect to see this growth achieved by the end of this decade.

Exploring the development of the outdoor advertising market worldwide through various case studies would be insightful. Take a closer look at how the outdoor advertising industry is evolving by examining diverse examples from around the globe.

Source: WOO (World Out of Home Organisation)

We hope to witness more vibrant Digital Out of Home (DOOH) advertisements that captivate hearts by integrating exceptional technology.

We also look forward to your continued interest in MAD STARS 2024, scheduled in Haeundae, Busan, South Korea, in August!

[elytsbrandingsolutions]

The Evolution of OOH Advertising: From Billboards to Digital Screens

The Evolution of OOH Advertising: From Billboards to Digital Screens

Introduction

In the fast-paced digital age, traditional advertising methods have undergone a remarkable transformation to keep up with changing consumer behaviors and technological advancements. One such evolution is seen in Out-of-Home (OOH) advertising, which has shifted from static billboards to dynamic and interactive digital screens. This article explores the journey of OOH advertising, highlighting the key milestones and benefits of this progressive shift.

The Rise of Billboards

Billboards have long been a staple in the advertising industry, offering a visually striking way to capture the attention of passersby. From towering roadside structures to eye-catching displays in urban centers, billboards have played a significant role in building brand awareness and promoting products and services. However, the traditional billboard model had limitations in terms of creativity, engagement, and real-time updates.

The Emergence of Digital Screens 

The advent of digital technology revolutionized the advertising landscape, leading to the introduction of digital screens in the OOH domain. Digital screens brought forth a new era of flexibility and interactivity, allowing advertisers to engage with their target audience in more meaningful ways.

One of the key advantages of digital screens is their ability to display dynamic content. Advertisers can now create captivating and immersive experiences by utilizing videos, animations, and interactive elements. This dynamic content captures attention and increases brand recall, making it more effective in capturing the interest of consumers in today's attention-deficit world.

Real-Time Targeting and Personalization

Digital screens enable real-time targeting and personalization, taking OOH advertising to new heights. By leveraging technologies like data analytics and geolocation, advertisers can deliver highly relevant and localized content to their audiences. For example, a digital screen at a shopping mall can display tailored advertisements based on the demographics and preferences of shoppers in that specific location.

Furthermore, the integration of digital screens with mobile devices allows for seamless cross-channel experiences. QR codes, NFC tags, or interactive touchscreens on digital screens can encourage consumers to interact with the content, offering immediate access to additional information, promotions, or even direct purchase options. This synergy between digital screens and mobile devices enhances the overall effectiveness of OOH advertising campaigns.

Measurement and Analytics

One of the limitations of traditional billboards was the lack of accurate measurement and analytics. With digital screens, advertisers can now track various metrics, such as impressions, engagement rates, and conversion rates, providing valuable insights into the effectiveness of their campaigns. This data-driven approach empowers advertisers to optimize their strategies, make data-backed decisions, and ensure a higher return on investment (ROI).

The Evolution Continues: Programmatic DOOH

The evolution of OOH advertising does not stop at digital screens. The industry has embraced programmatic Digital Out-of-Home (DOOH) advertising, combining the power of automation and data-driven targeting. Programmatic DOOH allows advertisers to dynamically change their ad creatives based on real-time factors like weather, time of day, or audience demographics. This level of precision targeting maximizes the impact of campaigns and increases relevancy, ensuring that the right message reaches the right audience at the right time.

Conclusion

The evolution of OOH advertising from static billboards to dynamic digital screens has revolutionized the way brands engage with their audiences. Digital screens offer unparalleled creativity, interactivity, and real-time targeting capabilities, transforming OOH advertising into a more immersive and effective medium. As the industry continues to evolve, with the rise of programmatic DOOH and further technological advancements, advertisers can harness the power of OOH advertising to deliver highly personalized and impactful campaigns that resonate with consumers in the digital era.

Elyts Branding and Digital Marketing Agency specializes in Search Engine Optimization (SEO) to drive organic traffic to your business. They excel in managing strategic digital ad campaigns that generate high-potential leads, ensuring your spending is justified. With our expertise, we can help your business grow and succeed in the competitive online landscape.

Email id: elytian@elyts.in

[futuretonext]

The GCC Digital Out-of-Home (DOOH) Advertising market is projected to grow at a CAGR of around 21% during the forecast period, i.e., 2022-27.

[buzzesante]

IDS Media propose de nouvelles offres DOOH pour les acteurs de santé

IDS Media propose de nouvelles offres DOOH pour les acteurs de santé

Le Digital Out Of Home (DOOH) se déploie de plus en plus auprès des acteurs de santé. Spécialiste de ce format media, IDS media propose de nouvelles solutions interactives pour les salles d’attente. Découverte. Commençons par une simple définition. Le DOOH regroupe les techniques d’affichage digital urbaines et l’affichage numérique indoor (centres commerciaux, gare ou aéroports par exemple). Ce…

[dig-3m-b2c]

“Our talented QUBE team has set the creative benchmark for creative innovation in DOOH, and this end-to-end creative solution is just one example of how we push the boundaries of OOH to deliver real impact and results for our clients" - QMS chief revenue officer, Alex Kerley.

[metastatblog]

Digital Out of Home (DOOH) Market Analysis, Size, Share, Growth, Trends, and Forecasts 2023-2030

The Digital Out of Home (DOOH) market has witnessed substantial growth in recent years, transforming the traditional Out of Home (OOH) advertising sector. Unlike its static predecessor, DOOH leverages digital technologies to deliver captivating and interactive content to audiences in various public spaces. This innovative approach to advertising has not only redefined the way brands connect with consumers but has also introduced a new dimension to the overall media landscape.

Get a Free Sample Report:https://www.metastatinsight.com/request-sample/2542

Who are the largest manufacturers of the Digital Out of Home (DOOH) Market

worldwide?

JCDecaux

Lamar Advertising Company

Clear Channel Outdoor Holdings, Inc

OUTFRONT Media Inc.

Daktronics

NEC Display Solutions, Ltd

Stroer SE & Co KGaA

oOh!media Ltd

Broadsign International LLC

Mvix, Inc

Christie Digital Systems USA, Inc

Prismview LLC

In DOOH, the integration of advanced technologies has played a pivotal role in enhancing advertising campaigns' effectiveness. Digital screens, strategically placed in high-traffic locations such as shopping malls, airports, and transit hubs, have become the canvases for engaging and dynamic content. The seamless blend of creativity and technology enables advertisers to captivate their target audience with visually stunning and contextually relevant messages.

Access Full Report @https://www.metastatinsight.com/report/digital-out-of-home-dooh-market

One of the key drivers behind the surge in the DOOH market is the ability to deliver real-time and personalized content. Through data analytics and audience measurement tools, advertisers can tailor their messages based on factors such as demographics, location, and time of day. This level of customization enhances the impact of advertising and ensures that the content resonates with the specific audience in that moment.

Furthermore, the DOOH market has seen a significant shift towards programmatic advertising, mirroring the trends observed in the broader digital advertising landscape. Programmatic DOOH allows advertisers to automate the buying process, optimizing the placement of ads in real-time based on predefined criteria. This not only improves efficiency but also enables advertisers to respond swiftly to changing market dynamics and consumer behavior.

The adoption of DOOH is not limited to traditional advertising agencies; it has also found applications in various sectors such as retail, entertainment, and hospitality. Digital screens in retail environments, for instance, serve not only as advertising mediums but also as tools for enhancing the overall customer experience. Interactive displays, augmented reality (AR), and QR code integrations are among the innovative approaches adopted by businesses to create immersive and memorable interactions with consumers.

Despite the evident success of the DOOH market, challenges persist. Adapting to the rapid pace of technological advancements, ensuring standardization across platforms, and addressing privacy concerns associated with data-driven advertising are among the hurdles that stakeholders must navigate. However, the resilience and adaptability displayed by the DOOH market indicates its potential to overcome these challenges and continue its ascent as a dynamic and influential force in the advertising landscape. As brands seek innovative ways to connect with their audiences in an increasingly digital world, the Global Digital Out of Home market stands at the forefront, reshaping the future of advertising.

Global Digital Out of Home (DOOH) market is estimated to reach $25896.3 Million by 2030; growing at a CAGR of 5.8% from 2023 to 2030.

Contact Us:   

inquiry@metastatinsight.com

+1 214 613 5758

[adhaiwell]

Mobile Phone Charging Station | Digital Media Solution Create a rest & charge area so your attendants can bring their phones back to life. Main Functions: 1. 9 doors with locker have Standard charging 3 in one cable. Charge nearly all cell phones in the market including the iPhone series, android phones, and other micro USB devices. 2. Charging for 15 minutes can charge about 30% of the power (specific charging efficiency due to the phone model, battery quality and power consumption, and a certain difference); 3. On the Digital LCD screen of the mobile charging advertising machine, you can play various information such as various information, clock, weather forecast, and train time of high-speed rail or airport. 4. Customized Locks. We have four kinds of locks for your choice such as key locks, combination locks, pin padlocks, and swiping card locks (optional). They also provide a safe environment for cell phone charging. 5. Remote CMS Control Change advertisement content as your wish. Support switch to different signal (e.g.: HDMI, VGA, AV); Check, programs quickly: Help your advertisement switch smoother, and display more advertisements at the same time.

#mobilecharing #digitalmedia #digitalsignage #phonechargingkiosk #LCDscreen #ooh #dooh 

Manufacturer of Advertising Display 

Supply One-Stop Media Solution 

 👉  Website: www.adhaiwell.com

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[companyknowledgenews]

Is digital OOH winning over more political advertisers? Kind of - Notice Global Web https://www.merchant-business.com/is-digital-ooh-winning-over-more-political-advertisers-kind-of/?feed_id=204558&_unique_id=66ebfae1c9fe1 #GLOBAL - BLOGGER BLOGGER With less than two months to go before the most consequential presidential election in recent U.S. history, estimates of the advertising dollars being dropped into the race keep going up — as high as $12 billion, according to eMarketer. There’s no doubt that television, in particular local TV, will benefit greatly from this bounty of election-related spend, presidential, downstate, PAC money and issue-oriented. Magna, in an update on 2024 projected ad spend it released earlier this week, predicted that ad spend on local television will surge 25% this year, mostly the result of political ad dollars.But what about other media? Digital is sure to secure big gains, but surprisingly not on the same platforms as they generally used to spend. It seems Apple’s move to limit ad tracking, which happened after the 2020 elections, has impacted spending on Meta platforms, while ad spend on X (formerly Twitter) has skyrocketed now that the platform accepts political advertising under Elon Musk’s ownership. “[X] did not accept political spending in 2020 but does now, and so that’s really one of the bigger changes that we are seeing this year,” said Michael Leszega, vp of market intelligence at Magna. “You’re seeing dollars spent towards conservative causes and conservative candidates. But I have seen some around Democratic candidates as well.”As for Meta’s Facebook, it’s a two-pronged effect, added Leszega. “One is the willingness to not take as many political dollars, and two would be the lack of targetability in 2024 compared to 2020,” he said.Some out of home media companies and agencies say digital OOH has become a more attractive destination for political dollars, given its ability to turn around ads much more rapidly than static OOH, but also its locality helps with downticket races that seek out more localized potential voters. An important change in marketplace conditions is DOOH’s “ability to be hyper-targeted in both geo-location and time periods to align with campaign trails, the RNC/DNC conventions and major battleground states that are heating up more now than ever,” said Lucy Markowitz, svp and gm of Vistar Media, who said she’s definitely seen an uptick in political ad dollars across her agency — but declined to specify because she said comparisons to 2020 are hard to make due to the effect of the pandemic on OOH. “Unlike traditional media, DOOH offers shorter flight lengths, quick production turnaround, and real-time campaign adjustments, allowing political advertisers to reach their audience without large upfront commitments.”David Krupp, CEO of Billups, an OOH specialist media agency, said it’s the first time he’s seeing political ad dollars coming his way. “It’s not going to be a huge piece of our business this year, but it’s certainly nice and incremental,” said Krupp.Why is OOH, particularly digital, seeing an uptick, according to Krupp? One is that omnichannel SSPs can factor DOOH into their offerings, which is a relatively new development, at least relative to the last election. But it’s also the result of other media — looking at you, local TV — being so booked up already especially in vital swing states. “There is so much money pouring into the swing states, because effectively, very few voters are going to really decide this election, it seems,” said Krupp. “There are only so many outlets. I think there’s an exhaustion that voters start to feel when every single one of the broadcast ads available is for a party ad or a candidate.”But not everyone sees tremendous growth in OOH, notably Magna’s evp of market intelligence. “It may be growing, yes, but I suspect it’s still pretty low,” said Létang “From our perspective, it’s small enough that when it comes to out of home, we don’t publish estimates or forecasts with or without political.

Whereas we do that for television and digital media.”Létang noted that some of the biggest OOH firms which have either airport or city contracts, don’t permit political ads on their networks.  http://109.70.148.72/~merchant29/6network/wp-content/uploads/2024/09/51566799870_1cf36f25da_o.jpg With less than two months to go before the most consequential presidential election in recent U.S. history, estimates of the advertising dollars being dropped into the race keep going up — as high as $12 billion, according to eMarketer.  There’s no doubt that television, in particular local TV, will benefit greatly from this bounty of … Read More

[bravecompanynews]

Is digital OOH winning over more political advertisers? Kind of - Notice Global Web - #GLOBAL https://www.merchant-business.com/is-digital-ooh-winning-over-more-political-advertisers-kind-of/?feed_id=204557&_unique_id=66ebfadeb25a9 With less than two months to go before the most consequential presidential election in recent U.S. history, estimates of the advertising dollars being dropped into the race keep going up — as high as $12 billion, according to eMarketer. There’s no doubt that television, in particular local TV, will benefit greatly from this bounty of election-related spend, presidential, downstate, PAC money and issue-oriented. Magna, in an update on 2024 projected ad spend it released earlier this week, predicted that ad spend on local television will surge 25% this year, mostly the result of political ad dollars.But what about other media? Digital is sure to secure big gains, but surprisingly not on the same platforms as they generally used to spend. It seems Apple’s move to limit ad tracking, which happened after the 2020 elections, has impacted spending on Meta platforms, while ad spend on X (formerly Twitter) has skyrocketed now that the platform accepts political advertising under Elon Musk’s ownership. “[X] did not accept political spending in 2020 but does now, and so that’s really one of the bigger changes that we are seeing this year,” said Michael Leszega, vp of market intelligence at Magna. “You’re seeing dollars spent towards conservative causes and conservative candidates. But I have seen some around Democratic candidates as well.”As for Meta’s Facebook, it’s a two-pronged effect, added Leszega. “One is the willingness to not take as many political dollars, and two would be the lack of targetability in 2024 compared to 2020,” he said.Some out of home media companies and agencies say digital OOH has become a more attractive destination for political dollars, given its ability to turn around ads much more rapidly than static OOH, but also its locality helps with downticket races that seek out more localized potential voters. An important change in marketplace conditions is DOOH’s “ability to be hyper-targeted in both geo-location and time periods to align with campaign trails, the RNC/DNC conventions and major battleground states that are heating up more now than ever,” said Lucy Markowitz, svp and gm of Vistar Media, who said she’s definitely seen an uptick in political ad dollars across her agency — but declined to specify because she said comparisons to 2020 are hard to make due to the effect of the pandemic on OOH. “Unlike traditional media, DOOH offers shorter flight lengths, quick production turnaround, and real-time campaign adjustments, allowing political advertisers to reach their audience without large upfront commitments.”David Krupp, CEO of Billups, an OOH specialist media agency, said it’s the first time he’s seeing political ad dollars coming his way. “It’s not going to be a huge piece of our business this year, but it’s certainly nice and incremental,” said Krupp.Why is OOH, particularly digital, seeing an uptick, according to Krupp? One is that omnichannel SSPs can factor DOOH into their offerings, which is a relatively new development, at least relative to the last election. But it’s also the result of other media — looking at you, local TV — being so booked up already especially in vital swing states. “There is so much money pouring into the swing states, because effectively, very few voters are going to really decide this election, it seems,” said Krupp. “There are only so many outlets. I think there’s an exhaustion that voters start to feel when every single one of the broadcast ads available is for a party ad or a candidate.”But not everyone sees tremendous growth in OOH, notably Magna’s evp of market intelligence. “It may be growing, yes, but I suspect it’s still pretty low,” said Létang “From our perspective, it’s small enough that when it comes to out of home, we don’t publish estimates or forecasts with or without political.

Whereas we do that for television and digital media.”Létang noted that some of the biggest OOH firms which have either airport or city contracts, don’t permit political ads on their networks.  http://109.70.148.72/~merchant29/6network/wp-content/uploads/2024/09/51566799870_1cf36f25da_o.jpg BLOGGER - #GLOBAL

[safaltas-blog]

QR Code Marketing Trends are Increasing Day by Day In the Whole World, know how

In the ever-evolving landscape of digital marketing, QR codes have emerged as versatile tools that bridge the physical and digital worlds. Increase, escalating from 5,500 QR Codes in 2021 to an impressive 20,000 QR Codes by mid-2023.

[boldcompanynews]

Is digital OOH winning over more political advertisers? Kind of - Notice Global Web - BLOGGER https://www.merchant-business.com/is-digital-ooh-winning-over-more-political-advertisers-kind-of/?feed_id=204556&_unique_id=66ebfadcbf44c With less than two months to go before the most consequential presidential election in recent U.S. history, estimates of the advertising dollars being dropped into the race keep going up — as high as $12 billion, according to eMarketer. There’s no doubt that television, in particular local TV, will benefit greatly from this bounty of election-related spend, presidential, downstate, PAC money and issue-oriented. Magna, in an update on 2024 projected ad spend it released earlier this week, predicted that ad spend on local television will surge 25% this year, mostly the result of political ad dollars.But what about other media? Digital is sure to secure big gains, but surprisingly not on the same platforms as they generally used to spend. It seems Apple’s move to limit ad tracking, which happened after the 2020 elections, has impacted spending on Meta platforms, while ad spend on X (formerly Twitter) has skyrocketed now that the platform accepts political advertising under Elon Musk’s ownership. “[X] did not accept political spending in 2020 but does now, and so that’s really one of the bigger changes that we are seeing this year,” said Michael Leszega, vp of market intelligence at Magna. “You’re seeing dollars spent towards conservative causes and conservative candidates. But I have seen some around Democratic candidates as well.”As for Meta’s Facebook, it’s a two-pronged effect, added Leszega. “One is the willingness to not take as many political dollars, and two would be the lack of targetability in 2024 compared to 2020,” he said.Some out of home media companies and agencies say digital OOH has become a more attractive destination for political dollars, given its ability to turn around ads much more rapidly than static OOH, but also its locality helps with downticket races that seek out more localized potential voters. An important change in marketplace conditions is DOOH’s “ability to be hyper-targeted in both geo-location and time periods to align with campaign trails, the RNC/DNC conventions and major battleground states that are heating up more now than ever,” said Lucy Markowitz, svp and gm of Vistar Media, who said she’s definitely seen an uptick in political ad dollars across her agency — but declined to specify because she said comparisons to 2020 are hard to make due to the effect of the pandemic on OOH. “Unlike traditional media, DOOH offers shorter flight lengths, quick production turnaround, and real-time campaign adjustments, allowing political advertisers to reach their audience without large upfront commitments.”David Krupp, CEO of Billups, an OOH specialist media agency, said it’s the first time he’s seeing political ad dollars coming his way. “It’s not going to be a huge piece of our business this year, but it’s certainly nice and incremental,” said Krupp.Why is OOH, particularly digital, seeing an uptick, according to Krupp? One is that omnichannel SSPs can factor DOOH into their offerings, which is a relatively new development, at least relative to the last election. But it’s also the result of other media — looking at you, local TV — being so booked up already especially in vital swing states. “There is so much money pouring into the swing states, because effectively, very few voters are going to really decide this election, it seems,” said Krupp. “There are only so many outlets. I think there’s an exhaustion that voters start to feel when every single one of the broadcast ads available is for a party ad or a candidate.”But not everyone sees tremendous growth in OOH, notably Magna’s evp of market intelligence. “It may be growing, yes, but I suspect it’s still pretty low,” said Létang “From our perspective, it’s small enough that when it comes to out of home, we don’t publish estimates or forecasts with or without political.

Whereas we do that for television and digital media.”Létang noted that some of the biggest OOH firms which have either airport or city contracts, don’t permit political ads on their networks.  http://109.70.148.72/~merchant29/6network/wp-content/uploads/2024/09/51566799870_1cf36f25da_o.jpg #GLOBAL - BLOGGER With less than two months to go bef... BLOGGER - #GLOBAL

[technologycompanynews]

Is digital OOH winning over more political advertisers? Kind of - Notice Global Web - BLOGGER https://www.merchant-business.com/is-digital-ooh-winning-over-more-political-advertisers-kind-of/?feed_id=204555&_unique_id=66ebfada5628c With less than two months to go before the most consequential presidential election in recent U.S. history, estimates of the advertising dollars being dropped into the race keep going up — as high as $12 billion, according to eMarketer. There’s no doubt that television, in particular local TV, will benefit greatly from this bounty of election-related spend, presidential, downstate, PAC money and issue-oriented. Magna, in an update on 2024 projected ad spend it released earlier this week, predicted that ad spend on local television will surge 25% this year, mostly the result of political ad dollars.But what about other media? Digital is sure to secure big gains, but surprisingly not on the same platforms as they generally used to spend. It seems Apple’s move to limit ad tracking, which happened after the 2020 elections, has impacted spending on Meta platforms, while ad spend on X (formerly Twitter) has skyrocketed now that the platform accepts political advertising under Elon Musk’s ownership. “[X] did not accept political spending in 2020 but does now, and so that’s really one of the bigger changes that we are seeing this year,” said Michael Leszega, vp of market intelligence at Magna. “You’re seeing dollars spent towards conservative causes and conservative candidates. But I have seen some around Democratic candidates as well.”As for Meta’s Facebook, it’s a two-pronged effect, added Leszega. “One is the willingness to not take as many political dollars, and two would be the lack of targetability in 2024 compared to 2020,” he said.Some out of home media companies and agencies say digital OOH has become a more attractive destination for political dollars, given its ability to turn around ads much more rapidly than static OOH, but also its locality helps with downticket races that seek out more localized potential voters. An important change in marketplace conditions is DOOH’s “ability to be hyper-targeted in both geo-location and time periods to align with campaign trails, the RNC/DNC conventions and major battleground states that are heating up more now than ever,” said Lucy Markowitz, svp and gm of Vistar Media, who said she’s definitely seen an uptick in political ad dollars across her agency — but declined to specify because she said comparisons to 2020 are hard to make due to the effect of the pandemic on OOH. “Unlike traditional media, DOOH offers shorter flight lengths, quick production turnaround, and real-time campaign adjustments, allowing political advertisers to reach their audience without large upfront commitments.”David Krupp, CEO of Billups, an OOH specialist media agency, said it’s the first time he’s seeing political ad dollars coming his way. “It’s not going to be a huge piece of our business this year, but it’s certainly nice and incremental,” said Krupp.Why is OOH, particularly digital, seeing an uptick, according to Krupp? One is that omnichannel SSPs can factor DOOH into their offerings, which is a relatively new development, at least relative to the last election. But it’s also the result of other media — looking at you, local TV — being so booked up already especially in vital swing states. “There is so much money pouring into the swing states, because effectively, very few voters are going to really decide this election, it seems,” said Krupp. “There are only so many outlets. I think there’s an exhaustion that voters start to feel when every single one of the broadcast ads available is for a party ad or a candidate.”But not everyone sees tremendous growth in OOH, notably Magna’s evp of market intelligence. “It may be growing, yes, but I suspect it’s still pretty low,” said Létang “From our perspective, it’s small enough that when it comes to out of home, we don’t publish estimates or forecasts with or without political.

Whereas we do that for television and digital media.”Létang noted that some of the biggest OOH firms which have either airport or city contracts, don’t permit political ads on their networks.  http://109.70.148.72/~merchant29/6network/wp-content/uploads/2024/09/51566799870_1cf36f25da_o.jpg BLOGGER - #GLOBAL With less than two months to go before the most consequential presidential election in recent U.S. history, estimates of the advertising dollars being dropped into the race keep going up — as high as $12 billion, according to eMarketer.  There’s no doubt that television, in particular local TV, will benefit greatly from this bounty of … Read More