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Wednesday December 20, 2023
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| How will DOOH evolve in 2024? Cynopsis asked industry experts to weigh in on the future of the fast-growing, ever-more-engaging advertising format.
In 2024, we will be stepping on the gas to go faster and further on the digitization of Out of Home Advertising. Programmatic will drive more digital budgets to DOOH as all parts of the ecosystem are realizing the addressable impact leading to a rise in cost per thousands. We will see more innovative use of DOOH as creative leaders see a new wonderful canvas to “paint on.” This will include more clever use of anamorphic 3D, QR codes, augmented reality and DOOH that generates incredible social media amplification. More safe use of first party data especially within in-store retail media will showcase powerful advertising on and at the path of purchase. Video budgets will increasingly utilize DOOH along with CTV to make up for dwindling rating points and attention with other media. 2024 will be an incredible growth year for all OOH and DOOH, surpassing pre-Covid numbers and excitement! – Barry Frey, President/CEO of DPAA
As we approach 2024, DOOH advertising is poised for significant evolution driven by advancements in technology especially in areas such as AI, Machine Learning, and Augmented Reality, which will foster more interactive and personalized ad experiences. In addition, more robust measurement and analytics capabilities will provide deeper insights into campaign effectiveness, allowing for continuous optimization.
The potential integration of DOOH with household advertising platforms is particularly intriguing, as it could extend the reach of advertising from public spaces into homes, thereby forming a more interconnected, omnichannel advertising ecosystem that delivers cohesive messaging across diverse platforms. – Jon Schulz, CMO, Viant
Out-of-home (OOH) media is ripe for explosive growth. Right now, just one-third of the market is digitally enabled, and as they come online, they have a unique opportunity to grow into the next great mass awareness medium. I predict healthy growth for OOH in 2024, with nearly half of OOH spend in the next two years being digital. – David Cohen, CEO, The Interactive Advertising Bureau |
As DOOH screens are increasingly integrated into omnichannel campaigns, they are also becoming incorporated into retail media strategies — a trend I expect will accelerate in 2024. CPG marketers are constantly thinking about new ways to help their products stand out in the retail environment. Messaging shoppers on their way into the grocery store via place-based DOOH screens can be an impactful way to remind audiences about your product and can increase the efficacy of other shopper marketing and retail media tactics. – Brandt Hastings, President & CEO, Volta
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“This growth in DOOH isn’t just a trend; it’s a transformative movement.”
As the digital landscape evolves, capturing audience attention is becoming increasingly challenging. In this context, In Real Life (IRL) experiences and Digital Out-of-Home advertising are poised to play a pivotal role in 2024.These mediums offer a tangible, immersive way to engage with consumers, standing out in a sea of digital noise. As a content creator, I see this shift not just as a pathway to forge stronger connections with audiences, but also as a significant opportunity for monetization. The integration of emerging technologies like augmented reality in DOOH campaigns, for instance, has already shown promising engagement metrics. This growth in DOOH isn’t just a trend; it’s a transformative movement, offering diverse revenue streams for creators across industries. My hope is that this expansion continues, benefiting all stakeholders in the creative ecosystem. – Shira Lazar, Founder of What’s Trending
“There is no doubt that we’ll see new and unexpected touchpoints designed to drive awareness and connect with the modern consumer.”
DOOH continues to emerge as an in-demand medium for marketers with projected double-digit growth over the next few years. In 2024, we’ll see digital-out-of-home evolve in exciting ways.
Technology is seeping into brick-and-mortar environments with increased incentives to find new ways to connect with consumers and monetize IRL. Whether it be on screens in hotels, in golf carts, throughout the ride-share experience or the remodeling of retail locations built around ads, there is no doubt that we’ll see new and unexpected touchpoints designed to drive awareness and connect with the modern consumer. Increasingly, DOOH is making it easier to incorporate new types of data and integrate across channels. With 2024 projected to be the year that cookies finally fade away, we expect even more advertiser testing and adoption in digital out of home. – Mike Wolk, Senior Director of Business Development, Goodway Group
“It’s a no lose proposition for political marketers.”
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It’s going to be a huge year for OOH if for nothing else but the 2024 election cycle. Why? OOH is hyperlocal, which allows campaigns to hyper-target voters and messaging. OOH is also highly complementary to ads running on other channels, making it an easy choice to continue engaging voters. And finally, the traditionally used inventory for political campaigns –TV – is going to be prohibitively expensive and scarce/sold out in some markets – especially battleground states or districts – making OOH the best bet for high impact, local A18+ reach. With OOH’s advancement in targeting and measurement, you’ll even be able to see the results. It’s a no lose proposition for political marketers. – Craig Benner, CEO and Founder, Accretive
2024 will be a big year for Programmatic Digital Out of Home (pDOOH). With DOOH expected to break the $3 billion threshold in the US according to eMarketer, the proliferation of DOOH options will mean that more advertisers will turn to programmatic means to reach their target audiences and manage their increasingly complex campaigns. – Jason Kuperman, Chief Product Experience Officer, OUTFRONT
Who cares about cookie deprecation when the web’s audience is evaporating? Google, Meta, and X Corp. are significantly reducing their propensity to sending traffic to the web. Additionally, AI services are eliminating the need for many consumers to navigate out of the respective platforms once they get input to queries. 2024 will see marketers diversifying and buying across CTV, in app, DOOH, and more. This is exactly where the large scale remains, and where brands and advertisers can find their target audience. – Ken Harlan, Founder and CEO, MobileFuse
As CTV ad capabilities continue to improve and evolve, digital screens get more dynamic, and retail media ecosystems explode, it will be critical for advertisers to shift their ad campaigns beyond the living room. Targeted multi-screen experiences will be key in 2024 to reaching consumers with messages that move with the medium. Expect retailers to get smarter with their in-store screens, and expect brands to start to bring their CTV campaigns out of the home, onto mobile and into retail and other out-of-home locations in 2024. – Cathy Oh, Head of Marketing, Samsung Electronics America
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DPAA announced its 2024 CES Curated Experience, including private fireside chats with brands and agencies, an Out of Home industry members opening dinner, a VIP floor tour that focuses on technologies that impact DOOH, and networking opportunities. CES 2024 takes place January 9-12 in Las Vegas.
The Out of Home Association of America is holding its 2024 OOH Media Conference from April 24-May 1 in Carlsbad, CA. The theme: “Our Moment.” Programming “will underscore the importance of unity among advertisers, agencies, and media owners – advocating for a collaborative approach to overcome industry challenges and propel a shared vision for the future of OOH.”
The 2024 IAB Annual Leadership Meeting is taking place January 28-30 in Marco Island, FL. Hot topics include opportunities in generative AI, responsible media, commerce, and the evolution of streaming.
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ACCOUNT EXECUTIVE DIRECT RESPONSE >>
OPPORTUNITY MEDIA/NY(REMOTE/HYBRID):
Seeking an energetic achiever with excellent written & organizational skills for role to assist in growing revenue for dynamic Direct Response Team: required: BA Degree, Min 2 yrs DR Experience. Bilingual (English/Spanish) Wide Orbit Exp a +. Fully info HERE
MEDIA COORDIATOR DIRECT RESPONSE >>
OPPORTUNITY MEDIA/NY(REMOTE/HYBRID):
Seeking an energetic achiever with excellent written & organizational skills for role to assist in growing revenue for dynamic Direct Response Team: required: BA Degree, Bilingual (English/Spanish) Wide Orbit Exp a +. Fully info HERE
ACCOUNT EXECUTIVE
INTERSECTION
SEATTLE, WA
Grow in billings, income, and experience on a team that continues to lead our industry. Take your career to the next level with a company that is transforming cities and delivering on our promises to our clients and to our long-standing Municipal and Transit Authority partners. Full info HERE
ACCOUNT EXECUTIVE
INTERSECTION
PORTLAND, OR
Grow in billings, income, and experience on a team that continues to lead our industry. Take your career to the next level with a company that is transforming cities and delivering on our promises to our clients and to our long-standing Municipal and Transit Authority partners. Full info HERE
ACCOUNT EXECUTIVE, AD SALES >>
FUSE MEDIA/NEW YORK, NY: Support the Ad Sales team by prospecting, selling and expanding the Company’s advertising revenue base. The candidate will have a strong media sales background with a network of industry clients and prospects as well as establish a book of business and exceed pre-established activity and sales quota utilizing CRM tools to document sales activity. Full info HERE
ACCOUNT EXECUTIVE, EAST COAST ADVERTISING SALES
THE ALLEN MEDIA GROUP
NYC (Hybrid)
Responsible for coverage of assigned advertising agencies and clients specifically dedicated to representing AMG linear, digital and streaming platforms. Also grow and maintain existing clients as well as prospect and close new business. Work closely with clients and advertising holding companies ensuring AMG is a ‘must-buy’ for advertisers. Full info HERE
ACCOUNT EXECUTIVE
TV ONE NETWORK
(Remote, Hybrid)
Communicate the value and brand strength of the Network to advertisers and agencies as well as create compelling presentations that convey the benefits and features of TV One programming and the TV One viewing audience. Full info HERE
COPY COORDINATOR
TV ONE NETWORK
(Remote, Hybrid)
Manage the delivery and arrival of commercial content working closely with Manager of Commercial Operations to resolve conflicting traffic instructions as well as oversee maintenance of E-faxes and storage of client files. Responsible for entering original account data and revisions into the traffic system. Full info HERE
AD SALES COORDINATOR
TV ONE NETWORK
(Remote, Hybrid)
Establish business relationships with agency counterparts and internal departments including: Pricing and planning, inventory management, marketing, traffic and billing, also fulfill advertiser allocations requests, ensure stewardship delivery in accordance to deal guarantees, send commercial airing times, and update clients of programming. Full info HERE
DIRECTOR, CORPORATE COMMUNICATIONS
HALLMARK MEDIA
NYC
Execute communications objectives and develop strategies to elevate Hallmark Media, its workforce, and business entities. Evaluate existing communications program in the context of its ability to support strategic planning and operating objectives. Minimum of 10+ years progressive PR/Communications Industry Experience. Full info HERE
ACCOUNT DIRECTOR
FUTURE TODAY
CHICAGO
Represent Future Today, selling an expansive portfolio of O&O CTV apps, inclusive of HappyKids, Fawesome, The LEGO Channel, FilmRise, Blippi. 5+years selling linear/streaming/OLV exp req. Biz dev position inclusive of direct, pmp/pg. Solid relationships; agency & client. Full info HERE
ACCOUNT EXECUTIVE
TV ONE
NYC, Hybrid, Remote
Communicate the value & brand strength of Urban One Networks to advertisers & agencies. Create compelling presentations that convey the benefits & features of our programming and the viewing audiences. Proactively keep clients informed of pertinent account and network information. Min. 4+ yrs national advertising sales or equivalent sales exp. Full info HERE
VP/HEAD OF ADVERTISING SALES
FREEBEE
FL/NYC Remote
Lead, manage, develop, and grow Ad Sales teams. Attract and retain the best talent. Work with leadership team to set, achieve, and grow revenue targets across OOH, Digital and Experiential. Instrumental in driving the team to exceed all expectations and goals. 15+ years’ experience in advertising, media, and relevant sales management roles. Full info HERE
ACCOUNT EXECUTIVE
FREEBEE
MIAMI
Achieve revenue and growth targets across linear and digital. Identify and execute strategies which result in exceeding revenue targets. Develop and execute effective sales strategies that showcase as well as maximize overall revenues for the overarching National Sales division. 7-10 yrs exp. in advertising, media & relevant sales management roles. Full info HERE
SENIOR AUDIO/VIDEO PROMOTION PRODUCER >>
WHYY/PHILADELPHIA: Produce best-in-class promotional spots, accurately reflecting WHYY’s brand mission, from strategy through management approvals. Write killer scripts for audio and video to engage audiences. Organize promotional spot production schedule for video and audio spots needed for TV, FM, digital and social platforms. 10-15+ years’ experience. Full info HERE
DIGITAL DIRECTOR, NEWS >>
WHYY/PHILADELPHIA: Develop a cogent strategy for developing and publishing WHYY news content across social media and emerging digital platforms. Convey and create SEO, social media and digital best practices in concert with the digital staff with the focus of informing and developing the newsroom’s digital muscles. Five or more years of journalism experience. Full info HERE
SENIOR STUDIO TECHNICAL MANAGER
A+E NETWORKS
HYBRID NYC
Technical manager for live, studio, productions/events. Provides technical oversight, support, solutions, troubleshooting, and in-house technical resource. Functions as Studio and Tech Manager for Studio and Tech Manager for remote productions, on-site and off-site corporate events. Requires 5-7 years production technical management experience. Full info HERE
SENIOR DIRECTOR, DIGITAL CONTENT LICENSING
A+E NETWORKS
REMOTE
Negotiate, draft & review agreements for owned & operated platforms/services, third-party platform. Exp. in digital media, content licensing (domestic/international), linear & on-demand rights & distribution, Privacy & Data Security preferred. Min 5 yrs of exp. supporting digital media at media company or streaming platform. Full info HERE
ACCOUNT EXECUTIVE
FAMILY ENTERTAINMENT TV
NYC
Represent FETV & FMC to media community via ongoing communications & relationship building. Maintain & develop strong working relationships w/both agencies & internal departments in support of sales efforts. Work w/sales management, pricing & planning to achieve quarterly revenue goals. 5+ yrs media sales exp. preferably in cable TV- agency exp. +. Full info HERE
BUSINESS PARTNERSHIPS AND DEVELOPMENT EXECUTIVE >>
HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC: Proactively identify, research, and develop new opportunities for our family-friendly programming blocks on ABC, CBS, NBC, The CW, Telemundo, & other media & digital/social outlets. Support creation and present strategic, cross-media concepts to multiple stakeholder groups that meet our client’s business objectives. 8 + yrs of business dev. exp. Full info HERE
HUMAN RESOURCES DIRECTOR >>
BIG FISH ENTERTAINMENT/NYC/NJ: Coordinating onboarding for all new hires.
Administering the benefits and payroll changes for employees accurately.
Maintaining an efficient filing system—paper and electronic, for employee and company records related to their job functions. Building a successful bridge between management and employees. 7 yrs entertainment exp. preferred. Full Info HERE
DIRECTOR, MEDIA SUPPLY CHAIN OPERATIONS >>
PBS DISTRIBUTION/ARLINGTON VA, Hybrid: Oversee media systems operations, including daily operations as well as development and implementation of overall media supply chain. Work with external vendors and internal stakeholders on design and implementation of hardware and software solutions for media systems. 7+ yrs of work exp. in the areas of television, media, or consumer products. Full info HERE
TV/VIDEO SPONSORSHIP-PRODUCT INTEGRATION SALES REPRESENTATIVE >>
GAME ON MEDIA SOLUTIONS/Remote: Game On Media Solutions is looking for an independent business development oriented sponsorship sales representative. Focus will be on TV/Streaming project opportunities for brands that include product integration and placement. This is an Independent Contractor performance compensated opening. Attractive fees can be earned for closed deals. Full info HERE
BRAND ASSISTANT >>
THE LEDE COMPANY/NYC: Full-service communication, strategy, and social impact consulting firm, specializing in corporate, brand, entertainment, and nonprofit sectors, is seeking a Brand Assistant to join the Brand team in our New York office. The Assistant will play an integral role in supporting accounts for a wide variety of Fashion, Beauty, CPG and Lifestyle clients. Full info HERE
TALENT ASSISTANT >>
THE LEDE COMPANY/LA: Full-service strategy, communications and social impact consulting firm, specializing in corporate, entertainment and nonprofit sectors. We are looking for a Talent Assistant to a Talent Publicist in Los Angeles. We are seeking enthusiastic candidates who can work in a fast-paced environment, are driven & have strong communication and writing skills. Full info HERE
EXECUTIVE PRODUCER FOR NATIONAL POLITICAL SHOW >>
BAHAKEL COMMUNICATIONS/CHARLOTTE NC: Develop and oversee the production of a daily or weekly national political show that covers the most important political news and events of the day. Develop and execute strategies to increase the show’s audience and engagement. At least 5 years of experience as an executive producer for a political show or similar program. Full info HERE
EXECUTIVE PRODUCER OF NEWS/ENTERTAINMENT >>
BAHAKEL COMMUNICATIONS/CHARLOTTE NC: Oversee all editorial and entertainment content, news production and presentation. Responsible for day-to-day operations of the show: producing, writing, and guiding creative. Develop content for the News @ TEN, plan, assign and create production schedules. 7 years of experience as executive producer or show producer. Network experience preferred. Full info HERE |
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