Programmatic DOOH needs to be part of your overseas marketing strategy

Cindy Gu 谷晓丹

Chinese brands often use online channels as the main advertising investment medium when going overseas, while ignoring the importance of outdoor advertising, a traditional medium. However, innovative outdoor advertising - programmatic digital outdoor advertising (pDOOH) has been incorporated into the overall marketing strategy by advertisers overseas, and as an important part complements online channels, using omni-channel marketing with measurable effects Maximize investment efficiency.

This article is part of Spotlight China's latest series focusing on Chinese brands going global. Click to go to the topic page to read more about it.

In the post-epidemic era, advertising investment is gradually recovering as a whole. Digitalization and programming are empowering the global outdoor advertising that has been hit hard by the epidemic. This makes overseas brands, which are facing the status quo of gradually decreasing Internet traffic dividends, looking for advertising investment opportunities in other channels saw new hope.

From WARC's "2022 Global Advertising Trends" 1report, we can also see the...

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