"For decades, 'primetime' has been a familiar concept to advertisers: the moment when audiences gather, attention peaks, and impact follows. Yet in digital out-of-home (DOOH), the idea of prime time is still a new and unexplored concept. Traditional DOOH planning relied on fixed schedules and average audience estimates, assuming exposure was relatively constant. But the real world doesn't work like that. People move in rhythms, not averages."
"Today, data finally allows us to map those rhythms. We can identify when and where audiences actually concentrate, whether that's an industry conference, a football final, or the opening weekend of a cultural festival. The question is no longer just where to advertise, but when the audience is truly there. Dynamic moments Digital transformation has brought unprecedented flexibility to OOH. With programmatic buying, advertisers can activate campaigns dynamically, adjusting which screens run and when, based on time of day, audience data, or contextual triggers."
Primetime in out-of-home advertising historically relied on fixed schedules and average audience estimates, but real-world audiences move in rhythms rather than averages. Data now enables mapping of human movement and event-driven concentrations to reveal when and where attention peaks. Programmatic buying allows dynamic activation of digital screens, adjusting placements by time of day, audience data, and contextual triggers for real-time optimization. Predictive models can anticipate audience locations for events like conferences, sports finals, or festivals. Campaign performance improves by prioritizing screens that peak during relevant moments instead of treating all high-traffic locations as equally valuable.
Read at The Drum
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