Data will lend compelling dimensions to DOOH, says expert

“Digital hasn’t changed a lot right now. However, it is changing the way we buy it,” said Jenny Smith, Global Creative Director of Maxus in an interview featured in The Drum.

Jenny affirms that “everyone is talking about optimisation and windows of opportunity. So, they are using it to buy exposure in an interesting and more effective/efficient way. Where I think it will change it is when we really start to get to grips with how all of those data feeds and the capabilities that we have can start to inform the creative message. Therefore, informing the role that it should play in a wider communications mix and not just the channel you put on a plan to optimise your reach.” 

“When we start to play with digital a bit more and seeing what it is capable of, then it can change the industry. Right now, I think they are still posters bought in a new way.”