International research indicates that one of the biggest stumbling blocks the global digital out of home (DOOH) industry currently faces is a lack of education around the new technologies that exist, which have the potential to massively benefit advertisers by allowing them access to real-time data and insights, says the media owner.
The webinar was hosted on Wednesday, 9 June and featured presentations by:
- Joe Cotugno, senior vice-president of operations at Broadsign
- Joe Mora, head of DOOH in EMEA at AdMobilize
- Keith Nilsen, founder at Voodooh
- Romulus Stoian, global director of publisher solutions at Hivestak, and
- Tractor's sales director Lizelle Mc Connell.
Mc Connell says that, through the Future of OOH webinar (which is the first in a planned series), the media owner aims to create a platform to educate brands, agencies, marketers and media owners on the new technologies that have emerged.
"These tools have the potential to unlock enormous opportunity for marketers, delivering measurable, dynamic campaigns based on real-time audience data," says Mc Connell.
Tractor Outdoor has also created
The DOOH Playbook, which is a free how-to guide covering the A-Z of DOOH advertising.
Tractor Outdoor's commercial director Remi du Preez says that unlocking innovation in order to create impactful campaigns that deliver real results is a key focus of Tractor Outdoor's business.
"We constantly seek to identify new technologies and platforms that will allow us to deliver on this goal. We pride ourselves on being one of the forerunners in introducing new tools and technologies to the local industry and driving education but also helping marketers bridge the gap between theoretical knowledge and application," concludes du Preez.
Tractor Outdoor’s free DOOH Playbook can be downloaded
here.