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Digital as an OOH compliment not competitor

November 16th, 2017

Out-of-home advertising capabilities are flourishing thanks, in part, to a robust and innovative collection of new digital technologies available in the space. In “How Digital Data & Innovation are Making OOH a Core Media Buy,” Stephen Freitas, OAAA Chief Marketing Officer, points to how the OOH medium is one of the most efficient ways to gather real-time data as technology within the advertising units are “closer to the source,” provides a win-win relationship with cities who gain from features like transit WiFi hotspots, location-based advertising, etc., and can effectively incorporate mobile into campaigns with approaches such as a geofencing and 3-D camera “gaze tracking.” Says Freitas, “[…] all OOH units must still connect to the physical world. This is where OOH has the upper hand over digital and mobile platforms. The real world is where drivers (and their passengers) pass billboards, where hungry commuters stand at bus shelters, where busy commuters wait for trains, where all of us actually live, work, play, and learn.”

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