Evolution of Digital Out-of-Home Advertising

Summary

Larry Grella discusses the integration of digital technology into out-of-home advertising and its impact on the industry. He explains how the use of mobile data has transformed audience targeting and measurement in out-of-home campaigns. Larry also highlights the changing landscape of out-of-home buying, with traditional and digital buyers starting to merge their activities. He emphasizes the importance of positioning out-of-home as a valuable addition to digital media plans, backed by studies showing its impact on lower funnel transactions. Larry provides insights into navigating conversations with different types of buyers and explains ClearTrust Media's role in the ecosystem. He concludes by discussing the simplicity and speed of launching campaigns and adapting creative for out-of-home.