Pepsi, McDonald's, and the Digital Revolution in Outdoor Advertising:

At the recent DPAA Summit, major brands and technology leaders gathered to glimpse the future of data-driven omnichannel advertising. Digital Out-of-Home (DOOH) advertising is experiencing impressive growth, completely altering the way brands engage with their audience.

DOOH Success:

According to Barry Frey, President and CEO of DPAA Global, DOOH is seeing annual growth of 26%! This $13 billion global market now represents 37% of all outdoor commerce. But why should you care?

DOOH: The Key to Advertising Success:

DOOH is one of the fastest-growing advertising channels, with the power to influence the audience at every stage of the customer journey. From brand exposure to driving customers to stores and points of purchase, DOOH plays a crucial role in today's advertising landscape.

Programmatic DOOH: The Revolution Continues:

Programmatic DOOH has been one of the most significant stories of the past year, and its growth shows no signs of slowing down. This allows advertisers to incorporate DOOH into their omnichannel campaigns, utilizing better data to measure ad effectiveness.

Successful Examples:

Notable examples illustrate how programmatic DOOH is making a difference. Campaigns like Danone Aptamil in the UK and Tourism Tasmania in Australia have achieved significant increases in sales and website visits.

Leaders in Programmatic DOOH:

Companies like VIOOH in London are leading the programmatic DOOH revolution in 19 global markets. Other firms, such as Beeyond Media, are introducing programmatic DOOH products in the US and throughout the Americas.

Data for DOOH Publishers:

The AdQuick platform has partnered with TransUnion to provide better data to advertisers and OOH providers, breaking down silos and improving industry connectivity.

McDonald's and Pepsi: Pioneering Brands:

McDonald's has amassed a vast reservoir of proprietary data through its loyalty program, transforming how the brand interacts with its audience. Pepsi has also made a mark by using DOOH to saturate Atlanta and open a Pepsi-themed restaurant in New York.

Real-World Experiences and Social Media:

Real-world experiences and outdoor advertising find a second life on social media. How people share these experiences on platforms like Instagram and Facebook is essential for the success of outdoor advertising.

Augmented Reality and DOOH:

Google is leading the way in applying augmented reality to outdoor advertising, using DOOH as part of a multichannel AR campaign. The "Space Invaders" campaign is an impressive example of how AR can engage users in real-world locations.

Artificial Intelligence and Deepfake Ads:

As AI advances, the threat of "deepfake" ads increases. Authenticity has become a crucial value in outdoor advertising. Despite these challenges, AI remains a valuable tool in the advertising industry.

Conclusion:

Advertising is undergoing a revolution thanks to DOOH and digital out-of-home technology. Leading brands like Pepsi and McDonald's are paving the way to a world where advertising is more effective, authentic, and exciting than ever. Digital outdoor advertising has become a powerful force that is shaping the future of brand-audience interaction. Are you ready to join the omnichannel revolution and embrace the era of digital outdoor advertising? The future is here!