How Out-of-Home Advertising is Shifting the Advertising Paradigm with AdQuick’s Head of Programmatic, Kate Goldvasser

Marketing Trends

When you think of out-of-home advertising, your mind probably drifts to those aging billboards you see passing by along the highway. And while those old-school relics do fall into the realm of out-of-home marketing, there is actually much more to it. Essentially, the term out-of-home advertising can be applied to anything that can be used as a marketing canvas. Mobile devices, Time Square, digital signage, you name it. And for marketers looking to optimize their ad spend and target specific audiences, out-of-home advertising has become a necessity.

"The notion of being able to attribute value to out-of-home exposure is something that is really driving that interest....There's an ability of the out-of-home media to actually deliver a very powerful amplification effect on other types of media, so we're creating this very diverse marketing mix where out-of-home is being introduced into the digital paradigm. It is a very different type of media, but it has this tremendous effect of being able to double once-off display mobile CTV, et cetera. So that is obviously very, very attractive and very compelling for omni-channel and digital buyers."

Meet Kate Goldvasser, the Head of Programmatic for AdQuick, which many believe is the easiest and most efficient way for marketers to buy outdoor advertising. On this episode of Marketing Trends, Kate dives into the intricacies of programmatic marketing, including why programmatic marketing is forcing the industry into a more measurable and effective type of advertising. Plus, Kate describes how AdQuick is bringing transparency to outdoor advertising.

Main Takeaways

• More than a Billboard: Out-of-home advertising is not a one-size-fits-all marketing strategy. While out-of-home advertising was once viewed by marketers as a channel to spotlight their brands via billboards, it has become a full-funnel communications channel.
• Strategies that Work: Every marketer wants to see their brand's message displayed in high-traffic and densely-populated markets such as New York’s Time Square. But the reality is marketers need to be strategic with how they push their messaging. Out-of-home advertising affords marketers the opportunity to target specific audiences at specific times of the day based on their target customers. Utilizing a strategy in areas outside of New York will allow you to reach a larger audience with money
• What is Attribution: Attribution is no longer just measuring and delivering results at the end of a campaign. Now attribution has become a powerful tool for marketers when it comes to optimization.

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