Out-of-home is among the beneficiaries of technological advances in legacy marketing tools, which offer new ways to invigorate traditional marketing tactics.

Why it matters

Out-of-home (OOH) has long been popular, but it’s also been historically static and difficult to measure; it is being reenergized by advances such as place-based channels in-store, as digital OOH and its real-time measurement tools drive awareness and conversion.

Takeaways

• Both static and digital OOH activations in-store are changing the perception of this marketing method, as its unleashed shopper data is impacting and informing marketing messages in other mediums. 
• The DPAA (Digital Place-based Advertising Association) states...