Right place, right time: Digital out-of-home advertising opens new doors for brand marketers

Digital out-of-home advertising grew 16.3 percent in 2010, to $6.47 billion globally: more than five times the average for advertising as a whole.

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,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands