The Biggest Data Trends for Outdoor Advertising in 2017

The outdoor advertising industry is facing pressure to innovate and adapt to changing consumer behaviors, with digital out-of-home (DOOH) and programmatic advertising gaining popularity. To stay ahead, companies are recognizing the importance of location intelligence in their data strategy, using third-party data and geolocated insights to deliver ROI on investments made on digital infrastructure. Location intelligence is being used to identify optimal locations for billboards, segment audiences by target market, and enable real-time trading platforms with moment marketing capabilities. Interactivity through technologies like NFC beacons and geofenced promotions will also make billboards points of sale, further narrowing the gap between online and offline measurement of campaign ROI.