Out-of-Home (OOH) advertising is no longer a static billboard business—it’s evolving into a dynamic, data-driven channel. The biggest news this week confirms this shift: the expansion of programmatic platforms like Convo Media into the Digital OOH (DOOH) space.
This is a game-changer for Australian advertisers. We are now moving toward true cross-screen integration, allowing brands to target consumers on their mobile phones, desktop screens, and giant digital Billboard Advertising all from a single campaign brief.
This new capability unlocks incredible efficiency. For example, brands can now trigger different creative based on live data like traffic delays, weather changes, or local events. This level of contextual relevance means your advertising dollar works harder, making the high impact of OOH more measurable and targeted than ever before.
It means greater flexibility, less wastage, and the ability to optimize DOOH campaigns in real-time—translating into smarter, more efficient media buys