The article discusses the growing trend of global out-of-home (OOH) advertising campaigns enabled by programmatic digital-out-of-home (pDOOH) platforms. Traditionally, OOH campaigns focused on local markets, but there is now a significant shift towards multi-market strategies, allowing brands to execute campaigns across different regions from a single platform. This trend has gained momentum, with major brands in Europe and Asia adopting these strategies in 2024 and North America expected to follow suit. Advantages of multi-market campaigns include enhanced operational efficiencies and cohesive creative asset development across various markets.
We're seeing a shift toward a more global approach to OOH campaign planning, with more inventory onboarded to programmatic platforms, enhancing operational and cost efficiencies.
Once touted as a future benefit upon the arrival of pDOOH, multi-market campaigns are opening new doors for media buyers and owners by allowing centralized booking.
In 2024, global brands in Europe and Asia invested in multi-market pDOOH campaigns; growth in North America is anticipated, expanding outreach for various sectors.
The operational efficiencies and cohesive creative across markets will significantly attract brands to engage in multi-market pDOOH strategies moving into 2025.
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