The Digital Signage Today Podcast

DOOH advertising blossoms, fueled by smart cities: how to cash in

Chris Grosso, CEO at Intersection, joined Digital Signage Today editor Daniel Brown via video link from New York City to share insights into the trends in out-of-home advertising nationwide, including digital OOH, programmatic and AI-powered trends, and strategies for success from stadiums and transit for brands of all sizes.

Image provided by Networld Media Group.

September 25, 2023

"Is it the seven second rule?" Brown asked.

"It's the 'useful' rule," Grosso replied, explaining that OOH success comes from value to the viewer of a given creative, whether it's sports scores, relevant nearby deals, weather updates, or even a funny content item that brings a smile to their face for a moment.

Amid the powerful growth in mass transit in cities, along with the rise of smart kiosks and charging station advertising, there is a rise in the smart city movement, providing a rapidly growing array of new opportunities for digital and static ads.

It is vital to use physical and digital assets in a way that works together, as the metaverse is blending both in a mobile-interactive way; for example, QR codes make even static ads part of the digital brand strategy.

With vivid examples from various cities, brands, campaigns, and media, the conversation outlines success strategies for businesses of all sizes to take advantage of the rapidly growing out-of-home advertising market, including digital and hybrid campaigns, while minding questions like ethics, privacy, and sustainability.