In OOH, the media sellers might not own the billboard that they sell ad space on. If the billboard is owned by a municipality, then the media seller may still have to pay the municipality to rent the billboard, said Michael Provenzano, CEO and co-founder of outdoor ad tech company Vistar Media.

So OOH, whether it’s digital or billboards, has become super prescient, even more so than before. Savvy marketers are using that inflection point in the car … this is the last chance they have get someone to come to their store. Someone's not going to walk down the street and stop by. OOH, both in digital and in the physical space, has become more critical in a moment like this.

Compared with traditional billboards, digital screens offer greater flexibility to adapt messaging and creative on the fly. What’s more, programmatic buying allows greater flexibility in budget expenditure, which is especially valuable when foot traffic in public places is directly related to public policies to protect against the coronavirus.

The soundtrack to the children’s TV show “Hannah Montana” topped The Billboard 200 charts seven years before Miley Cyrus introduced twerk to the national lexicon. And Americans were unaware that they were about to experience the worst financial recession since the Great Depression.

But it's also a billboard. We have a very distinct brand. That's part of our secret weapon, too—our brand is so familiar visually. Our direct mail pieces also serve as mini-billboards to people throughout the region, reminding them that we're here. What’s next on your road map? From a marketing perspective, we're looking at the holidays like Thanksgiving.

The pandemic devastated the OOH advertising market, causing a 29.7% decrease in spending as fewer people were driving past billboards, taking mass transit, or going to the types of venues and businesses that typically spend a lot on outdoor advertising. We do predict a rebound of 14.5% growth this year, but OOH ad spending won’t reach $8 billion annually again for the foreseeable future.

This technology gives advertisers access to anonymized mobile phone data about people who pass by billboards, truly opening the opportunity of omnichannel campaigns incorporating OOH. “Programmatic DOOH lends itself perfectly to omnichannel campaigns,” said Gavin Wilson, chief revenue officer at OOH marketplace VIOOH.

Compared with traditional billboards, digital screens offer greater flexibility to adapt messaging and creative on the fly. What’s more, programmatic buying allows greater flexibility in budget expenditure, which is especially valuable when foot traffic in public places is directly related to public policies to protect against the coronavirus.

This pattern mirrors other markets globally; during mass quarantines and periods of limited movement, there is very little demand for outdoor advertising like billboards, and zero demand for cinema advertising or live sports arena displays. Even now, as the population in China has emerged and gone back to work, cinemas and sports leagues are not yet back up and running at pre-pandemic levels.

Ad formats that are built into the app experience—whether they are immersive ads built as billboards in a racing game, a playable ad to preview a new game, or a rewarded video ad offering 30 minutes of video streaming—can work without detracting from in-app purchases or hindering full subscription sign-ups.

eMarketer principal analyst Lauren Fisher joins us to discuss the potential of programmatic out-of-home advertising. Why is this category important now? How is it different from other digital ad formats? And what role does automation play in the buying and selling of digital billboard ads?

In H1 2019, brands spent an estimated €709.0 million ($790.0 million) on posters, billboards and other ads aimed at reaching residents of France in public places. But the coronavirus has stopped any progress in its tracks, if only temporarily. We originally expected that OOH ad spending in France would reach €1.40 billion ($1.57 billion) in 2020.

In February 2021, Billboard reported that Triller was inflating its public user figures; Triller denied it. In August 2020, Triller threatened a lawsuit against Apptopia after the firm told TechCrunch that it estimated Triller had been downloaded 52 million times worldwide from Apple’s App Store and Google Play.

Ad formats that are built into the app experience—whether they are immersive ads styled as billboards in a racing game, a playable ad to preview a new game, or a rewarded video ad offering 30 minutes of video streaming—can work without detracting from in-app purchases or hindering full subscription sign-ups. Not sure if your company subscribes? You can find out here.

This year, digital out-of-home (DOOH) ad spending will increase 1.6%, and in 2021 it will grow 19.2%. We expect DOOH ad spending to increase from $2.72 billion in 2020 to $3.84 billion in 2023.

Snapchat's camera can not only identify a product or logo, but also provide content that appears when the user is in front of the product or an out-of-home (OOH) billboard. July 2020: Introduced brand profiles, landing pages on Snapchat that include brand content, in-app purchasing (for brands that work with Shopify) and also serve as a home for all of a brand’s Snapchat Lenses.

Waze is also one of several companies using dynamic billboards to deliver optimal creative based on real-time connected-car data. The company recently worked with McDonald’s on a project involving geofencing more than 300 digital billboards in California and serving up full-screen, mobile ads with directions to McDonald’s to Waze users that came within proximity of the billboards.