Big businesses have long employed out-of-home (OOH) and digital out-of-home (DOOH) marketing to promote their brands, expand into new markets and grow market share. Over the last decade, however, techniques for assessing ROI for OOH and DOOH campaigns, analyzing message customization, reach, market composition and targeted buying behaviors have made DOOH more accessible to small businesses.
Programmatic DOOH (PDOOH) is quickly becoming a medium that entrepreneurs and small businesses should take notice of and consider within their media mix modeling.
