In the fast-paced world of advertising, digital out-of-home (DOOH) is gearing up for a transformative year,  promising to redefine the game. From new screen locations to innovative ways to use your very own data, here are the three biggest trends for DOOH in the upcoming year. 

This blog is an excerpt from the special edition report, The 2024 Advertiser’s Playbook for DOOH. 

Trend #1: Retail Media

Growth in retail media is attracting the attention of many CPG advertisers. This demand is being met by an expansion of DOOH inventory that allows brands to activate collections of screens precisely in and around specific retailers. By strategically placing screens throughout retail environments – at the entrance, in the aisles and even at checkout – advertisers gain an unparalleled opportunity to influence decision-making in the final moments before shoppers make their purchases.

To help marketers activate these screens across premium retailers like Walmart, Kroger and Whole Foods, Vistar Media has joined forces with its media owner partners to put together ready-to-activate packages, confirming each DOOH screen is on-premise in the described locations. This ensures maximum quality assurance and precision for brands, and enables advertisers to achieve highly desirable location targeting at the point of purchase.

Trend #2: Inventory Quality Standards

While the DOOH industry has always strived to maintain high-quality standards, the term “inventory quality” has never been objectively defined using criteria that both media owners and advertisers can agree on. To address this, Vistar Media has created Vistar Verify to establish a shared definition of quality that can be enforced fairly and objectively across all inventory in the Vistar DOOH marketplace.

This standardization system provides details to buyers so that they can make inventory choices with confidence and continue to grow their investment in OOH. Within the Vistar's demand-side platform (DSP), buyers are able to view the media owner networks that have been Vistar Verified and plan their campaigns accordingly. In addition, this framework provides non-verified media owners with actionable insights into how they can continue to improve the quality of their networks and drive value for advertisers.

Trend #3: First-Party Data

Collecting first-party data has never been more important in light of the demise of third-party cookies across major web browsers. Advertisers can use their own first-party data for targeting in programmatic DOOH, reaching existing customers in the real world and making for more efficient buys.

First-party data combined with DOOH advertising gives marketers a powerful way to engage in-market shoppers, when and where it matters most.

Use first-party data to: 

• Encourage renewals
• Promote new product launches
• Increase consumers purchasing upgrades

Ultimately, first-party data helps to place DOOH at the heart of omnichannel campaigns, enhancing integration with channels, including online and mobile advertising, to create a seamless and unified customer experience across various touchpoints.

The evolution of these DSP solutions is welcomed by agencies working with advertisers. “Traditional OOH presents barriers such as creative restrictions and the need for marketplace expertise. With programmatic DOOH, information is readily available to brands and agencies that allows them to put together informed plans through data available in DSPs,” says Nina Paparatto, vice-president, integrated business lead at VaynerMedia. “Now, buyers who are more accustomed to working in a DSP can plan their DOOH like pure play digital. The ability to optimize DOOH in real time has quickly advanced and gives the buyer more control over performance.” 

Conclusion

As we wrap up the top three DOOH trends in 2024, it's clear that innovation is steering the ship. Retail media, backed by Vistar Verify's quality standards and the influential role of first-party data, paint a strong vision for the future of DOOH.  Marketers now wield potent tools for precision and seamless integration into omnichannel strategies, promising impactful campaigns in this ever-evolving digital advertising landscape.

What else does the future hold for out-of-home?  Where will marketers be placing their bets?  To learn more, download The Advertiser’s Playbook for DOOH in 2024.