As consumer behaviour has become more volatile, it is increasingly important to attract their attention at the right time with the right message. In line with this, we are seeing growing investments in programmatic advertising, which is no longer limited to digital media but is being actively shared to other digital devices that are part of the Internet of Things (IoT). Digital screens for outdoor advertising are also an increasingly important part of this system, capturing consumers’ attention at various points of interest – from shopping malls to airports and shops. In addition to the fact that these solutions make it much easier to change creative solutions compared to traditional outdoor advertising, the ability to use data offers a key step towards greater efficiency.
