Operational efficiency, viewability, and the ability to reach incremental audiences are the top three reasons for including pDOOH in the media mix, reflecting the focus on fundamental benefits of the channel.
Marketers are moving towards prioritizing operational efficiency and reaching incremental audiences with pDOOH rather than solely relying on performance measurement, as shown by the evolving trends over the past year.
Partnerships now involve providing detailed information on campaign goals and target audience to ensure alignment for successful collaboration, highlighting a shift towards more strategic and data-driven approaches in utilizing pDOOH.
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