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Beyond using alternative IDs for audience targeting, Pecherskiy said advertisers should be 鈥渢apping into channels that inherently don't rely on cookies, such as connected TV (CTV) or digital out-of-home,鈥� he said. The bottom line: Advertisers must embrace experimentation.

Despite economic headwinds slowing growth, most smart home IoT device categories continue to gain users looking for increased capabilities.

Digital OOH measurement is as advanced as CTV. The digitization of OOH provides real-time insights but also makes measurement more complicated with rotating creative. But counting exposures is table stakes, and vendors have developed sophisticated methods that can incorporate data from satellites, mobile devices, and audience graphs. Now, OOH measurement has moved on to outcomes.

Right now, spending on in-store media often comes from experimental budgets or from digital out-of-home (DOOH), which at $3.12 billion in 2023 will be around 1% of the US digital advertising market, per our forecast.

QR codes make it easy for smartphone users to launch AR experiences by pointing their phone at a digital out-of-home (DOOH) screen or billboard. Social media leads the way. Over 60 million people in the US will experience AR via Instagram, TikTok, Snapchat, and other social networks in 2023, according to our forecast. Predictions.

QR codes have become ubiquitous on billboards and digital out-of-home (DOOH) screens as direct conduits to product pages and interactive experiences. Predictions. Carmakers partner with payment systems. Some partnerships, such as the one between Daimler AG (now Mercedes-Benz Group AG) and Mastercard, already exist, but 2023 will see more agreements.

Because programmatic is a subset of DOOH, a more pertinent statistic is programmatic鈥檚 share of DOOH. In 2022, 15.6% of DOOH will transact programmatically. By the end of 2024, one-fourth of DOOH will be programmatic. Financial reports from public OOH companies have provided little information on how much programmatic business these firms generate.

More Chart of the Day:. 8/22 - Gen Z鈥檚 social motivators. 8/21 - Buying into Klarna. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. Note: Data was provided to Insider Intelligence by Place Exchange. Methodology: Data is from the July 2023 Place Exchange "H1 2023 Place Exchange Programmatic OOH Trends Report."

With digital screens and a captive audience, electric vehicle (EV) charging stations make the perfect opportunity for digital OOH (DOOH) innovation. This year, 5.4 million people in the US will drive electric cars, a figure that will more than double to 12.7 million by 2026, according to our forecast.

Third-party sites mean the ad types are limited, but the IAB calls out web, app, display, audio, digital video, digital out-of-home (DOOH), and in-game. Social media and connected TV (CTV) ads are also considered off-site display ads, and are supported by partnerships such as the ones between Dollar General and Meta or Albertsons Companies and Omnicom Media Group.

DOOH is innovating, execs say. Some 47% of US agency and ad execs think DOOH is developing the most innovative ad opportunities, according to VIOOH, a DOOH marketplace. That puts it behind only social media and mobile advertising. Programmatic DOOH falls a bit lower, but 41% still consider the format innovative.

Why it matters: Digital out-of-home content and advertising are growing in importance. In February, CTV content provider Atmosphere raised $65 million to continue its mission of offering unskippable DOOH ads in venues like restaurants and gyms, attracting advertisers. The partnership is meant to expose Peacock's sports offerings to a wider audience outside of the typical household setting.

Forty-six percent of advertisers surveyed in November 2022 ran in-store digital out-of-home (DOOH) campaigns, and a further 31% were considering them, per the Interactive Advertising Bureau (IAB). That suggests DOOH already has solid adoption along with plenty of upside potential.

Marketers need to assess how changing paid social spend compares to other ad channels (connected TV, digital out-of-home, paid search, etc.) on existing KPIs. That means the social media marketing team can鈥檛 be siloed from the performance or brand marketing teams. For affiliate marketing, direct attribution is easy鈥攚ith some big caveats.

Expect programmatic ad spending to experience strong growth across display, digital out-of-home, and podcasting next year. Macroeconomic conditions will supercharge measurement innovation. Platforms will address shortcomings in their measurement solutions. And advertisers that move on from expectations they had prior to Apple鈥檚 AppTrackingTransparency, and that do more with less data, will succeed.

Advertisers on Lowe鈥檚 network will now be able to purchase digital out-of-home (DOOH) ads and other third-party inventory via Yahoo Member Connect. The evolution of retail media: While retail media networks have been a popular tactic for companies looking for an additional revenue source, the advertising experience has often left much to be desired.

More Chart of the Day:. 8/21 - Buying into Klarna. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. 8/15 - The social generation. Methodology: Data is from the July 2023 Insider Intelligence | eMarketer "US Gen Z social media survey 2023." 1,005 US Gen Z social media users ages 15-26 were surveyed online during July 13-21, 2023.

More Chart of the Day:. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. 8/15 - The social generation. 8/14 - Everyone tries on AI. 8/11 - In search of ads. Note: Respondents were asked, "What are the most important factors that go into deciding which agency to select at the end of the pitch?".

Expect programmatic ad spending to experience strong growth across display, digital out-of-home, and podcasting next year. Macroeconomic conditions will supercharge measurement innovation. Platforms will address shortcomings in their measurement solutions. And advertisers that move on from expectations they had prior to Apple鈥檚 AppTrackingTransparency, and that do more with less data, will succeed.

More Chart of the Day:. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. 8/15 - The social generation. 8/14 - Everyone tries on AI. Note: Buy now, pay later (BNPL) services are defined as installment loan solutions that allow consumers to purchase and finance a product or service and pay in scheduled installments.

More Chart of the Day:. 8/16 - Digital out-of-home climbs. 8/15 - The social generation. 8/14 - Everyone tries on AI. 8/11 - In search of ads. 8/10 - PayPal leads the P2P pack.

The digitization of the store鈥攔etail鈥檚 next megatrend鈥攚ill transform the shopper鈥檚 path to purchase and industry economics for retailers and brands.

鈥淚f you鈥檙e a RMN and you offer [connected TV] (CTV) and digital out-of-home in addition to on-site options, you have to [make it easy] for folks to come in and buy that inventory from you,鈥� Willens said. Solve for measurement your way. 鈥淭here isn鈥檛 a universal source of truth. Work within your organization to come up with a pragmatic lens to view retail media spending.鈥�. Don鈥檛 sit on the sidelines.