Fresh off a 2019 Cannes Lions visit and having participated in an amazing series of DPAA-curated panels on the state and future of advertising, I have never been more excited about the potential that programmatic buying and selling has for the out-of-home (OOH) industry. Hearing from over a dozen top Chief Executive Officers, Chief Marketing Officers and marketing executives, such as Sir Martin Sorrell (S4 Capital), John Osborn (OMD) and Nicolas Bidon (Xaxis), the things that repeated over and over again were the importance of audience data, smart creative and seamless programmatic execution. It was especially interesting to hear Sir Martin's vision of the future of advertising and the big bets he is making along the way to building (from the ground up) a new offering that meshes technology and advertising results.
PrograHUH? The Case Against Program-Manual Out-of-Home Advertising