Linking Growth: DOOH's Martech Evolution Story

The Need for Martech Cohesion

In today's rapidly evolving digital landscape, marketers are constantly seeking cohesion in their martech solutions. According to a recent survey by The Drum and AAR, 66% of Chief Marketing Officers (CMOs) emphasize the importance of addressing martech throughout the entire marketing ecosystem. This need for cohesion is particularly pronounced in the realm of digital out-of-home (DOOH) advertising, where Vistar Media is leading the charge with its end-to-end solution.

The Challenge of Linking Marketing to Business Growth

The key challenge facing marketers, as highlighted by The Drum and AAR research, is the ability to link marketing efforts directly to business growth. Despite significant investments in martech platforms, many marketers are not fully leveraging their capabilities. A staggering 46% of marketers believe that digital, content, and media strategies need to be more integrated and less siloed, emphasizing the importance of an end-to-end approach.

Understanding the Potential of DOOH

The potential of DOOH is undeniable, with digital expected to account for 45% of total out-of-home spend by 2027. The interactive, targeted, and measurable nature of DOOH ads is already driving significant consumer engagement, prompting 65% of consumers to take action. Programmatic buying is playing a pivotal role in this growth, with spend forecasted to reach $4.7 billion by 2028.

The Role of Programmatic Buying in DOOH

Singh highlights the role of programmatic buying in connecting DOOH to the wider omnichannel mix, enabling more meaningful interactions at scale. With innovations such as dynamic ads and cross-channel retargeting, DOOH is bridging the gap between the physical and digital worlds, delivering immersive experiences that resonate with consumers.

Vistar Media's End-to-End Approach

Amidst this rapid evolution, Vistar Media stands out with its end-to-end approach to DOOH martech. By offering an integrated DSP, SSP, and digital signage software solution, Vistar Media provides marketers with direct access to extensive inventory and audience insights. This enables more personalized and data-driven campaigns, driving actionable results without relying on third-party cookies.

Supporting Marketers and Media Owners

Furthermore, Vistar Media offers media owners the technology needed to monetize their ad spaces effectively, setting prices according to real-time demand. Beyond technology, Vistar Media provides marketers and media owners with specialized consultancy and strategy support, ensuring maximum ROI on DOOH investments.

Embracing the Future of Advertising

As DOOH continues to redefine the advertising landscape, adopting a cohesive, end-to-end approach will be crucial for marketers looking to future-proof their advertising performance. With Vistar Media leading the way, marketers can navigate the complexities of the DOOH marketplace with confidence, unlocking new opportunities for growth and innovation.