- Forrester Councils
- Councils Overview
- log in
Posted by Tracy Stokes on April 30, 2012
As digital infuses every medium, one of the oldest advertising mediums around — out-of-home — is getting a digital makeover. Forrester Researcher Cory Madigan recently attended a MediaPost summit on this topic. Here’s Cory’s take on the event:
On April 11th, MediaPost hosted a Digital Out-Of-Home Summit in New York. The event was primarily attended by digital out-of-home (DOOH) vendors, and the content was geared toward that audience, focusing on what the DOOH industry can do to help media planners and buyers shift spend to that channel. The opportunity is clear: As the medium closest to offline purchase, marketers can use DOOH to complete a marketing loop that involves TV, mobile, social, and out-of-home media. Tricia Nichols, global lead of consumer engagement and media strategy for Gap brands, noted that the interactivity of DOOH screens lends itself to in-store experiences, going beyond offers and into social loyalty. But with what seems like an obvious way to spend ad dollars, young DOOH media is having a hard time selling itself to media buyers and advertisers. How can the industry rise to the challenges it faces?
For more insight on the future of this burgeoning industry, check out the report, "Digital Remakes Out-Of-Home Advertising” (client access required).
Marketers, how are you using DOOH as part of your marketing mix? In what ways has the channel benefited or challenged you? Let us know here or in the Forrester Community For CMO & Marketing Leadership Professionals.