Digital out-of-home (DOOH) advertising rebounded strongly after the challenges posed by the Covid-19 pandemic and is set to form 75% of the OOH advertising market in 2027, according to new IAB Compass findings.
The most exciting thing for me is how programmatic is driving growth in the outdoor market and generating incremental spend from digital media. For advertisers, programmatic DOOH can combine precision targeting with the huge scale and visibility in the real world that outdoor offers.
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