Every month, OAAA’s editorial team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry. This month, we sat down with Vengo‘s VP of Media & Marketing, Mary Perrella, who discussed what excites her about OOH right now, her message for brands that haven’t bought OOH before, and what’s next for the industry.
Read Mary’s Q&A in The Drum.
What excites you about OOH right now?
OOH is everywhere. Digital OOH (DOOH) screens and programmatic technology allows advertisers to connect with consumers in contextual ways at multiple points throughout their day. These points of contact can’t be blocked or ignored — they become part of how the consumers experience their day.
What message do you have for brands that haven’t bought OOH before?
Throw your media net wider! If you have video creative and audience targeting data, DOOH is an easy addition to your media plans. DOOH enhances and increases the impact of your digital, mobile, and CTV buys. You can reach consumers in the real world in the places they go. DOOH has the scale, and the measurability to prove itself.
What’s the next big thing for OOH?
Programmatic advancements in DOOH buying — from planning and measurement tools, to dynamic content — are driving interest from new buyers to DOOH. These technological advancements are moving the DOOH industry towards truly omni-channel campaigns.
Published: October 8, 2024