There’s a great deal of buzz over the digital out-of-home (OOH) advertising industry. OOH is a form of advertising that reaches consumers when they are outside of their homes, for example, in public places such as billboards or commercial locations and malls. eMarketer projected digital OOH advertising spending would reach $4.5 billion in 2019, up from $2.7 billion in 2014, in the United States alone.
Digital OOH is beginning to look a lot more like online media, with the use of attention metrics. Eye-tracking software and scanning technology make it possible for marketers to see what kinds of ads people are watching and which parts of the screen they’re most drawn to. The technology also makes it possible to target ads to the demographic standing in front of the screen, based on gender and other aspects. Now that it’s possible to track whether or not someone’s paying attention, media buyers are motivated more than ever before.
Retail checkout lines are the most obvious high-impact placements. When done correctly, there’s potential for a huge message relevance, based on intent, geographic location, and content. When retailers implement this strategy right, customers find the infotainment enjoyable.
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