Ask the Board – January 22, 2018 | IAN DALLIMORE

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Is content still king for DOOH? Why or why not?”


In our industry, content is still king, but in a different way.  At Lamar Advertising, we continue to evolve our data partnerships. These include weather, traffic and live sports scores. These data partnerships allow our brands to truly break through the clutter of advertising while providing relevant creative to consumers. When these campaigns are executed on our digital networks, they are still providing consumers with content, but it’s promoting. For example, high pollen levels trigger Claritin creative. Is content still king for DOOH?

Heavy traffic triggers Google Play traffic creative, and if it’s raining, Emoji Movie triggers Cat and Dog Emojis.

Is content still king for DOOH?

I think the way to look at it is that content is dead. Data and Creative is King!  

About Author

Director, Growth
Lamar Advertising Company

MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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