The document “DOOH: The Transformation of Out of Home Advertising”, released by IAB Brasil, brings the basic concepts and characteristics of the medium
“Out of Home” advertising, known as Out of Home, has become increasingly common on the streets, as has its digitized version, called Digital Out of Home (DOOH). According to a 2022 report by Research and Markets, the medium was valued at $18.8 billion in 2020 and is expected to reach the $54.8 billion mark by 2030.
With that in mind, IAB Brasil launched a document that points to the potential that the medium has in the market, entitled “DOOH: The Transformation of Out of Home Advertising”.
The paper aims to provide basic concepts about DOOH and its characteristics, addressing topics such as programmatic ad buying, advantages of investing in this media model, points to pay attention to when planning a campaign and trends for the future.
The purpose of the IAB Brasil material is to provide a starting point, with information and basic concepts for understanding DOOH, in addition to explaining how the programmatic ad buying model, known as pDOOH, works.
In addition, the document also highlights the main trends in DOOH for the coming years and which innovations may impact this media, such as the use of augmented and virtual reality to create more immersive and interactive advertising experiences, and the use of Intelligence Artificial and Machine Learning for content personalization and data analysis.
