Digital out-of-home advertising growth is set to continue in 2020 as the channel becomes more data-driven and easier to buy, according to Vistar Media. According to a usage analysis of its platforms, Vistar Media saw:

• Media owner networks available on the Vistar platform increase by 86%
• Unique brands buying through the platform increase by 55%
• The number of campaigns run through its platform up by 49%
• Overall programmatic OOH spend through the platform increase by 80%

“It’s exciting to see such healthy growth for the overall out-of-home industry. The fact that 75% of campaigns that ran through Vistar leveraged audience targeting or measurement shows the real impact of adding data into the OOH sphere,” Leslie Lee, VP of Marketing, Vista Media, tells Cynopsis. “Buyers continue to drive new dollars into the space the more that we can prove the effectiveness of the channel and provide solutions for precision targeting at scale. Additionally, the variety of inventory available continues to expand, from either the largest networks in the world or new place-based networks, expanding opportunities to engage at unique moments throughout a consumer’s day.”

“Considering the ongoing scrutiny of ad practices on social and digital platforms, as well as highly-targeted political ads this election season, 2020 will be a critical turning point for brands to embrace DOOH,” said Michael Provenzano, co-founder and CEO, Vistar Media. “From point-of-sale and self-check-out spaces to transit hubs and waiting rooms, digital signage can be found throughout various points of a consumer’s journey in the real world, creating the opportunity to deliver a brand message in a safe, relevant, meaningful and timely way. We expect this trend will only keep growing–and the ad dollars will follow.”