In the discussion on pDOOH, Laura Jordan Bambach emphasized the untapped potential of programmatic digital out-of-home advertising. Leverage of diverse data sources for contextually rich creative remains limited. Although innovative tools are available and being developed by media owners, agencies must creatively ideate and clients should invest sufficiently to realize this potential. Effective pDOOH can still be achieved economically, using data triggers smartly for context-based audience engagement. The integration of real-time data allows brands to craft engaging and playful advertisements that resonate with viewers at meaningful times.
pDOOH is a very under exploited medium, and there is a vast array of data sources that could create dynamic, contextually interesting creative.
The tools in pDOOH are constantly refreshed, and innovative R&D teams at media owners can drive real growth, but only if agencies maximize the potential.
Effective pDOOH can be achieved without multiple variations by smart usage of data triggers based on audience proliferation.
Dynamic live data sources allow for more engaging, playful creative that resonates better with consumers, especially when contextually relevant.
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