A key part of the recovery of the OOH ad market in 2021 will be greater reliance on DOOH and the programmatic placements of ads in those venues. Compared with traditional billboards, digital screens offer greater flexibility to adapt messaging and creative on the fly.
This week, the grocery service launched its first integrated brand campaign, “How Homemade is Made,” which includes shoppable QR codes in both digital and out-of-home (OOH) advertising in select markets. The QR codes link to seasonal recipes with ingredients that are shoppable from landing pages within the Instacart app.