AdMonsters: It’s Time for DOOH to Move Beyond the Billboard

DOOH is stepping into its digital era, combining targeting, context, and measurement to transform from static signage to a dynamic, omnichannel powerhouse in advertising.

The IAB’s recent launch of a Digital Out of Home (DOOH) working group and release of the IAB definition of DOOH signals a significant milestone in DOOH’s evolution. As more marketers look toward digital solutions, it’s time for DOOH to step out of the shadows of its traditional predecessors and claim its rightful place in the digital ecosystem.

Today, DOOH has advanced beyond a digital version of static signage. It’s now an integrated platform that combines the best of all worlds—targeting, context, performance, measurement, and scale.

It’s time for DOOH to stand behind the capital “D” in digital. 

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