The Digital Place-based Advertising Association’s (DPAA) Video Everywhere Summit 2019 held at the Sheraton Times Square, New York on October 15 directed focused attention on the relevancy of DOOH media in the era of Omni-channel marketing, the preconditions for programmatic DOOH to gain ground across markets, the role of media agencies in the event of networked DOOH media expanding on the OOH landscape, among others. The Summit, which had the participation of around 900 delegates from 30 countries, featured individual presentations, fireside chats and discussions on wide-ranging themes such as brand advertising in a hyper-local world, mobile convergence with the rapidly evolving DOOH media, digital transformation and what it means to the tech markets, the ways in which programmatic DOOH is going global, etc. The knowledge sessions were followed by MediaPost’s awards function.

Critical mass

In his welcome remarks, Francois de Gaspe Beaubien, Executive Chairman & Co-Founder, Hivestack said that DOOH media will need to attain the critical mass for enhancing its relevancy to the advertising brands. The consolidation of business will be a key factor contributing to the critical mass.

Omni-channel marketing

DOOH media is gaining credence for advertising as brands increasingly focus upon omnichannel marketing. In this scenario, DOOH and classic OOH find more synergy. Stating this in his opening remarks, Barry Frey, President & CEO, DPAA said that DOOH is principally driving the global OOH business, powered by new digital screens, programmatic platforms, and digital data. DOOH is also playing a key part in the development of smart cities.