Right place, right time: Digital out-of-home advertising opens new doors for brand marketers
Chuck Kapelke
A guy walks into a bar and spots a screen running an ad for Bacardi's new cherry-flavored rum. The ad beckons him to activate Bluetooth on his phone so that he can receive a recipe for a new cocktail. It's no joke. The campaign, developed by the New York-based agency Blue Bite, is a great example of how digital out-of-home (DOOH) advertising is evolving — and how the convergence with other digital technologies can yield powerful benefits for marketers.
"The message is targeted by location,...