Digital out-of-home (DOOH) advertising includes any out-of-home advertising that is dynamically and digitally displayed; includes digital billboards, digital street furniture, digital transit, digital place-based displays. DOOH is a subset of OOH ad spending and not included in our estimates of digital ad spending.

Insider Intelligence spoke with Sara Plotkin, senior director of brand and content at Thinx, which revolutionized the direct-to-consumer (D2C) space in menstrual hygiene products.

OOH trade association Outsmart initiated a recent campaign run by creative company Mother and digital OOH producer Grand Visual, which displayed digital signage that extended the nation’s gratitude to National Health Service staff and other key workers.

Digital OOH—which is often more engaging and can take advantage of news, weather and other developments in near-real time—is still a nascent industry. One sign of hope for OOH is that Germany has recorded low rates of coronavirus infection and deaths, compared with France, Italy, Spain and the UK. A partial return to normalcy is already underway.

The pandemic supercharged ecommerce sales in the US, accelerating the digital market about two years into the future in terms of its penetration of total retail sales.

We’re still seeing out-of-home and digital out-of-home behind on providing measurement details that are needed. And we’re also seeing the rise of the walled gardens, which is getting in the way. When you look at the infrastructure, it’s still fragmented.”.

In recent years, marketers have learned that location data can be invaluable for better customer segmentation, analytics, targeting and, most recently, offline attribution for TV, digital out-of-home and online media. But the greater scrutiny on that data has made many marketers more careful, as well.