邑策（Xaxis）：2019程序化DOOH白皮书：发掘潜力 （中译版）（18页）.pdf

1、Your Guide to the Programmatic DOOH Opportunity and Best Practices to Get StartedDIGITAL OUT OF HOME:REALIZING THE POTENTIAL02PART ONEPROGRAMMATIC DOOH:REALIZING THE POTENTIALExecutive SummaryThe Rising Value of Programmatic DOOH Enhanced Capabilities Omnichannel Amplification Video+DOOH=Engagement

2、Location,Location,Actual LocationProgrammatic Improvements to DOOH Sharper Measurements New TechnologiesChallenges of DOOH Measurement Currency FragmentationTowards A SolutionConclusion:Programmatic DOOH Drives OutcomesCase Study 040506070808080909090910111213PART TWOBEST PRACTICES:THE XAXIS GUIDE T

3、O PROGRAMMATIC DOOHGetting Started:Strategy-Driven DecisionsTactical Considerations:Content and TechnologyTargeting ImperativesManaging Budget and Venues15161718PROGRAMMATIC DOOH:REALIZING THE POTENTIALThis year,digital out-of-home(DOOH)advertising is forecasted to capture 40%of OOH ad spending,repr

4、esenting a global advertising spend of$16 billion and making OOH the only traditional advertising category thats still growing strong.DOOH offers what is becoming increasingly difficult for marketers:capturing busy consumers attention during noisy,media-cluttered days.By combining sophisticated tech

5、nology with clever content,advertisers can create an emotional and engaging experience for millions.And because DOOH inventory is now being sold programmatically,the enhanced value of integrating with broader campaigns will make programmatic DOOH the industry standard.To get there,the market needs t

6、o make significant improvements.This report provides a practical and comprehensive guide to understanding and activating DOOH around the globe to help marketers achieve outcomes that matter to their business.THE OUT-OF-HOME ADVERTISING INDUSTRY,“DESPITE BEING ONE OF THE WORLDS OLDEST FORMS OF MARKET