DOOH Insider Summit Takeaways: A World of Opportunity

Michelle Capasso, Partner & Director of Media Services 

Scottsdale, Arizona, was the backdrop for the 2024 MediaPost Digital Out-of-Home Insider Summit. This gathering brought together an array of industry experts, each sharing valuable insights through engaging workshops and presentations. The Summit showcased a rapidly evolving channel with immense potential for impactful storytelling. Here are key themes that emerged during the conference. 

DOOH as a Storytelling Platform

Engaging brand narratives in public spaces reigns supreme. Context is king, and creative quality is crucial. Consumers find OOH less intrusive and more entertaining, opening doors for meaningful connections – and we owe it to them to use this public space well. DOOH’s unique speed to market presents an opportunity to seize the moment – capitalizing on the immediacy of human connections.

The Power of Influencer Integration

Authentic content from influencers holds promise for convergence, offering a powerful approach yet to be fully explored. We shared Connelly Partners’ experience with using trusted influencers to help demo our interactive installation units – and this comes from the unique benefits of having paid media and influencer teams work hand-in-hand on a concept (if we can give ourselves a shout-out!) Glossier’s example of using “get ready with me”-style videos within transit systems was a compelling illustration of harnessing content in a unique way.

Evolving Measurement

Measurement is a work in progress, but new methods like exposure retargeting and visit tracking show promise for bringing digital-style tracking to OOH. Brands like Olipop, Wendy’s and Mercado Pago all showcased measurement, ranging from in-store offer redemption and couponing, to app downloads and site traffic. Our very own Visit Williamsburg case showcased both retargeting and destination visitation measurement tools.

Challenges and Opportunities

Buying paths are becoming more complex and inventory quality is a growing concern. Programmatic DOOH raises questions about commoditization, but the industry has navigated similar challenges in other channels before – from digital display and mobile to streaming audio, and currently, CTV – all have gone through a similar rapid-expansion-to-shakeout phase, and all emerged stronger after. The DOOH industry will navigate this successfully – with help from brands and agencies – and continue to grow. 

The Summit was an invaluable opportunity to learn from and share my own knowledge with some of the top minds in the industry. I left Scottsdale with so many new perspectives and connections. And I can’t forget the desert trail ride on horseback—an unexpected highlight amidst the learning and networking.