The Digital Out-of-Home Industry Is Reaching a Programmatic Tipping Point, Execs Say

Digital advertising is bleeding into the physical world in more ways than ever before, but nascent out-of-home ad technology still has a ways to go before it reaches it’s true potential.

Digital advertising is bleeding into the physical world in more ways than ever before, but nascent out-of-home ad technology still has a ways to go before it reaches it’s true potential.

That was the sense among marketers, startup execs and old-guard OOH media vendors at the Digital Place Based Advertising Association’s Video Everywhere Summit this week, among displays touting emotion-tracking facial recognition tech, targeted billboards and other emerging tech that is transforming the space.

Emarketer estimates that digital currently accounts for about 23 percent of all OOH spending, but its share is projected to continue growing steadily in the next few years. While automation of the sales process is still in its infancy, the portion of that money that goes to OOH media sold programmatically is also expected to inch upward.

But as that happens, the industry will have to grapple with how to standardize attribution metrics, consolidate disparate marketplaces and grapple with consumer privacy concerns, industry professionals say.

Adweek spoke with five digital OOH execs about their predictions for the space in the next few years.

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The Digital Out-of-Home Industry Is Reaching a Programmatic Tipping Point, Execs Say

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