We sat down with our Head of Digital, Parris Downey, to discuss what's on the horizon for DOOH and PDOOH this new year. 

"2023 is shaping up to be a pace-shifting year for DOOH with programmatic traction starting to really kick-in as well as agencies and clients starting to think more creatively around how to use the DOOH medium. It’s best to consider this utilization in 2 unique parts which, when combined can make a truly dynamic and powerful campaign.

This is basically the smarts around how the delivery of the campaign is managed in regards to when the ads play. This can be things such as daypart time targeting, location targeting, conditional triggers (such as temperature), and audience segment activation.

Programmatic buying can easily enable all this functionality and will help ensure ads are being presented at the right time, in the right place and to the right people.

However this is only one side of the coin... we’ve got the when, where, how and who sorted, so what about the, well, ‘what’ part?

In a nutshell this is the ad you actually end up showing the audience on the screen. For a long time this was a very static and rigid proposition, but the last 12 months has seen a rapid rise in dynamic functionality of creative as well as media delivery. Ads can now not only be data-driven in regards to placement selection, but also in their core creative composition to add more context and relevance to core messaging.

By including visual elements such as current time, date, temperature, weather conditions, UV ratings, live sports scoring, social media feed integrations etc., brands can be more 'in the moment’ with DOOH than ever before.

I’m really looking forward to seeing more unification of these two powerhouse functions in 2023 as awareness of DOOH dynamic functionality increases."