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Commercial Innovation Director, Clear Channel Outdoor
Digital out-of-home (DOOH) might not beat out traditional out-of-home (OOH) in terms of physical inventory, but it’s driving a disproportionately high amount of ad revenues in the UK. eMarketer’s Bill Fisher spoke with Cadi Jones, commercial innovation director at outdoor advertising company Clear Channel Outdoor, about whether the growth of DOOH means programmatic trading is on the horizon.
eMarketer: Industry figures indicate that DOOH accounts for close to 50% of total OOH ad spend in the UK. Do Clear Channel’s figures mirror this?
Cadi Jones: We’re actually ahead of that figure in the UK. About 55% of our ad revenue comes from our digital inventory.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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