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Programmatic OoH: Ein Medium erfindet sich neu – Digitale Außenwerbung im Spannungsfeld zwischen Massenmedium und Mikrotargeting

In: Out-of-Home-Kommunikation

Author

Listed:
  • Claudia Zayer

    (Goldbach DOOH GmbH)

Abstract

Zusammenfassung Digitale Außenwerbung ist in den letzten 15 Jahren stetig gewachsen und hat das Straßenbild in vielen Städten verändert. Die Möglichkeit der programmatischen Buchung – analog zu anderen digitalen Medien – verändert das Buchungsverhalten und eröffnet Mediaplanern und Werbetreibenden ganz neue Möglichkeiten. Es geht jetzt darum, das Spiel zwischen Reichweite und Targeting optimal zu steuern und die technischen Möglichkeiten so einzusetzen, dass die Kampagnen besser, effizienter und relevanter für die jeweilige Zielgruppe werden.

Suggested Citation

  • Claudia Zayer, 2023. "Programmatic OoH: Ein Medium erfindet sich neu – Digitale Außenwerbung im Spannungsfeld zwischen Massenmedium und Mikrotargeting," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 289-301, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38119-6_18
    DOI: 10.1007/978-3-658-38119-6_18
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