Will DOOH have more media spend than static billboards?

Digital out-of-home spend will surpass static billboards within five years. Alex Weinberger, General Manager of DOOH at AdRoll, explains how programmatic buying has transformed outdoor advertising into a measurable, targetable channel. The discussion covers real-time bidding for screen selection across venues from gyms to airports, attribution methods including foot traffic tracking and brand lift studies, and creative strategies that maximize the four-second attention window with bold visuals and minimal text.

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