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.
Heavy traffic triggers Google Play traffic creative, and if it’s raining, Emoji Movie triggers Cat and Dog Emojis.
I think the way to look at it is that content is dead. Data and Creative is King!