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Is offline media becoming the biggest driver of online engagement? A review of recent trends and opportunities

Author

Listed:
  • Ramachandran, Srikanth

    (Moving Walls Holding Pte Ltd, Malaysia)

  • Mandalia, Mehul

    (Moving Walls Holding Pte Ltd, Malaysia)

Abstract

As advertising spend continues to shift online, out-of-home (OOH) advertising has bucked the trend by transforming itself using digital technologies. Indeed, in all types of locations, the age-old billboard is proving to be an effective driver of online engagement. This article examines how this offline channel has intertwined itself with online media and the various ways in which marketers can use it to drive digital campaign performance. It also looks at OOH’s pivotal role at different stages of the marketing funnel.

Suggested Citation

  • Ramachandran, Srikanth & Mandalia, Mehul, 2021. "Is offline media becoming the biggest driver of online engagement? A review of recent trends and opportunities," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(1), pages 32-42, June.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:1:p:32-42
    as

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    More about this item

    Keywords

    Out-of-home media; outdoor advertising; digital marketing; offline media; programmatic advertising; location data;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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