Will DOOH have more media spend than static billboards?

Digital out-of-home spend will surpass static billboards within five years. Alex Weinberger, General Manager of DOOH at AdRoll, explains how programmatic buying has transformed outdoor advertising into a measurable, targetable channel. The discussion covers real-time bidding for screen selection across venues from gyms to airports, attribution methods including foot traffic tracking and brand lift studies, and creative strategies that maximize the four-second attention window with bold visuals and minimal text. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro and joining me today is Alex Weinberger, the General Manager of Digital Out of Home at AdRoll, the growth marketing platform helping brands unify channels and drive performance across the entire funnel. They're also a sponsor of the Martech Podcast. And today Alex is going to explain why Digital Out of Home is having its moment right now, how programmatic buying has changed the game, and why the physical world may be one of the smartest ways to spend your money in an AI-saturated market. All right, here we go. This is a fun one. Fact or fiction? In five years from now, Digital Out of Home will have more media spend than static billboards.

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  Backed. I think the data backs that up. A great stat that I like to talk about or a reference is, you know, the big, the big four digital out of home media companies, you've got Lamar, J C Deco, Outfront and Clear Channel, who just got acquired by a private equity firm for $6.2 billion. They are spending between $500 and $750,000 to convert each individual billboard and they cannot do it fast enough, right? The, the demand is there, the investment is there from the media owner's side and from the brand, from the marketplace. I think you said in the, in the intro to this, we're at 34%. In five years, I definitely expect that to be over 50%.

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  Alex, I appreciate you coming on the podcast and telling us a little bit about how digital out of home is having its moment. And, and more than anything, my takeaway from here is the world is changing as we think about marketing and the top of funnel is changing and our ability to influence people not only in digital formats, but also use our digital technologies and reach them in a targeted fashion outside of the home is becoming more and more important. Thank you so much for coming on, being a sponsor of the podcast and being my guest.

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  Thanks, Ben. Great talking to you.

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  All right. That wraps up this episode of the Martech Podcast. Thanks to Alex Weinberger, the General Manager of Digital Out of Home at AdRoll. If you'd like to get in touch with Alex, you could find a link to his LinkedIn profile in our show notes or on martechpod.com or you can visit his company's website, which is addroll.com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or visit us on YouTube and we'll be back in your feed next week. All right. That's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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