Tom Bottomley from Journey Further discusses how programmatic capabilities can elevate digital-out-of-home (DOOH) advertising. He emphasizes the value of omnichannel measurement, multi-market strategies, and activating relevant messaging based on audience behavior at different times of day. DOOH offers a dynamic platform for advertisers to maximize visibility and engagement, especially with creative formats such as animations and 3D technologies. Bottomley highlights the importance of integrating DOOH with other marketing strategies to improve performance metrics and enhance overall campaign effectiveness.
‘Marketers can leverage the unique features of DOOH, like contextual relevancy and creative capabilities, to enhance brand reach and engagement with audiences.’
‘Utilizing dynamic messaging that adjusts to different times of day can significantly improve how a brand message resonates with its audience.’
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