OOH They Said It Today – Ari Buchalter
Place Exchange CEO Ari Buchalter predicts programmatic OOH will attract more TV and video dollars in 2022 as a surplus of video advertising budgets look for scaled, high-quality, brand-safe video supply at reasonable prices.
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How is the viewability of a digital ooh ad any different than a tv ad – except that a tv is being deliberately watched while a dooh ad just happens to be there?
Look at the launch of the NY Links to see the kind of brand safety issues and negative content adjacency that are possible with dooh ads. Those screens were being utilized by the homeless for shelters and were adjacent to people using the Internet to surf pornography.