The way in which signage is being bought and sold is changing at a rapid pace. Many of the top OOH companies in the country are investing heavily in programmatic. We see this in Lamar’s recent investment in Vistar Media and also in Outfront’s recent appointment of VP of Programmatic Lead. The goal of programmatic is to automate the transaction process for digital signage. We expect this to bring new advertisers to the space who might have previously spent their ad dollars online with digital advertising. Another major factor that we see in the signage world is the way displays are being measured. Traditionally it has been difficult for advertisers to calculate an ROI on ad dollars spent on signage. Check out the first article on our newsletter for some very interesting news about a new measurement service that uses satellite and AI to measure traffic counts and traffic flow.
As measurement metrics are standardized over the next few years and accepted by both sign owners and advertisers we expect this to create a perfect storm in tangent with programmatic trading to bring some significant growth to everyone within the industry.
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