Digital OOH Will No Longer Be a Niche Specialty in Marketing

Programmatic will make it a must-have for all

Digital out of home and programmatic will go hand-in-hand. Getty Images

There are plenty of good reasons to be bullish about digital-out-of-home (DOOH) in 2019. For one thing, this dynamic emerging media category is on track to more than double its total market value from $12.5 billion in 2016 to $26 billion by 2023. Even better, 60 percent of media planners report including DOOH in their media plans, according to a recent survey.

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Katie Ford is chief client officer at Amobee.