How out-of-home is evolving to join the digital paid media mix

Out-of-home (OOH) advertising has been around for generations in the form of billboards, posters, public transport hub walls, bus benches and more. While these paid media placement opportunities are still around, they’ve been quietly undergoing some significant digitally-enhanced upgrades, including programmatic bidding, viewability tracking and intent-oriented targeting.

As a result, OOH is the first “offline” media realm to join the ranks of connected digital media platforms. Let’s look at how this trend is taking shape.

Why Media Buyers are Looking for Better Digital Options
In the early days of the internet, display ads were all marketers needed for their messages to be seen. Now, however, the vast majority of display ads, both on desktop and mobile, don’t command much attention at all.

This is largely because audience members have become desensitized, developing “banner blindness. However, there are plenty more issues in play: ad blockers, viewability measurement challenges, bot traffic and rampant fraud, all of which are making alternative digital ad media types increasingly attractive to buyers. One study from Integral Ad Science found that just 43% of online display ads are “human-viewable.”

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