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Digital marketers like to talk a big game about programmatic, mobile and social advertising. And for good reason—eMarketer expects for U.S. digital advertising to make up $83 billion this year.
But there’s also $29 billion up for grabs for out-of-home advertising in the United States—an industry ripe for digital innovation, as static billboards on the side of highways become more digital. From pulling in real-time data feeds to personalizing creative on the fly, marketers like McDonald’s and Mazda found interesting ways to weave digital into their out-of-home ads this year.