What They Say
Verizon put out a report on DOOH advertisers and their views. It highlighted that DOOH is getting more attractive as consumers get ‘device fatigue’. After cutting back, advertisers are planning to spend more on DOOH, but 53% find it ‘difficult’ today.
- The top-three obstacles when buying DOOH among advertisers/marketers are “high costs” (50%), “finding the right partner to work with” (44%), and “managing and optimization” (36%).
- The top things that could make buying DOOH easier are “competitive pricing” (50%), “real-time audience indexing,” i.e. showing ads only at times where there’s a high concentration of your target audience (50%), and “the ability to quickly change creative or frequency of my campaign” (49%).
What We Think
The article on the DailyDOOH blog but these seemed to be the key take-aways. This is not a new topic and there have been many different attempts to solve the issues over the years *eg, NEC’s Vukunet). Verizon (Yahoo/TechCrunch/HuffPost etc) has its own tools for this. (BR)
