Think out-of-home (OOH) advertising is just about static billboards, bus stops and benches? Think again.

eMarketer’s Lauren Fisher recently spoke with Michael Provenzano, CEO and co-founder of OOH advertising solutions provider Vistar Media, about the growing promise of programmatic for enabling greater audience targeting capabilities with OOH advertising, and why a good chunk of dollars are shifting here from mobile.

Most large media networks have adopted programmatic in a meaningful way and are now expanding their strategies across open exchange and private marketplace [PMP] opportunities. This adoption is extending to smaller networks, especially new entrants in the space that are looking to monetize without building a full media-based business.