This week I attended the 2024 DPAA Global Summit, which brought together industry leaders to discuss the evolving role of digital out-of-home (DOOH) advertising in today’s dynamic media landscape. The panels highlighted trends that are shaping DOOH including creativity, artificial intelligence (AI), sustainability, and the indispensable role out-of-home advertising plays in a well-rounded media mix. Here are my takeaways, and some valuable insights from the summit.
Creativity Still Needs a Human Touch
Amid discussions about advanced technologies, one truth stood out: creativity is still the cornerstone of impactful advertising. While new tools are expanding what’s possible, the message is still what matters most.
In a tech-driven world, panelists stressed that creativity remains a distinctly human endeavor. Diana Haussling, Chief Marketing Officer of Colgate-Palmolive, says technology still needs a “human touch.” In their Fireside Chat Haussling and Jane Geraghty, Chief Client Officer at WWP, discussed the importance of technology needing to be the perfect blend of reality and artificial, and the importance of AI-generated creative being able to represent and reflect a diverse society.
As a marketer, creative and advocate of Black Media, this sentiment truly resonated with me. AI, in its current form, is not able to produce creative that translates the nuances of culture. In some instances, it may actually misinterpret or distort those nuances, making the "human touch" that much more crucial, specifically for multicultural marketing.
While AI is revolutionizing campaign execution and optimization, it cannot replace the power of human storytelling. Technology can help deliver these stories with precision, but it is human creativity that drives real connection and impact. As AI continues to play a greater role in ad personalization, brands must not lose sight of the human element that makes campaigns memorable and connective.
AI & Dynamic Creative Optimization (DCO): Real-Time Relevance
AI is fundamentally reshaping the way ad campaigns are created and delivered. Dynamic Creative Optimization (DCO), a hot topic at the summit, was praised for its ability to automate and enhance ad delivery. By utilizing AI-driven insights, DCO enables advertisers to dynamically tailor their messages in real-time, adjusting content based on factors like time of day, location, weather conditions, and even audience data. This level of customization increases the relevance of ads, making them more engaging for viewers.
A critical focus was placed on the need for improved measurement and the adoption of DCO, as 94% of marketers express interest but only 16% currently utilize it. Real-world examples, including the NBA playoffs campaign showcasing the effective use of live data, illustrated the potential of DCO when friction in the buying process is minimized.
Sustainability Is No Longer Optional
Sustainability was at the heart of many discussions during the summit, reflecting the growing concern over the environmental impact of advertising practices. During the "Redefining Brand Responsibility" panel, Mastercard's SVP Global Media & Agency Relations, Jay Altschuler, discussed Mastercard's commitment to sustainability and consumer trust through a Responsibility Framework, which emphasizes brand, consumer and sustainable responsibility and safety.
The urgency to adopt sustainable advertising is non-negotiable. Industry leaders made it clear all stakeholders must rethink how we approach everything from material sourcing to energy consumption. Sustainability is not just about adhering to regulations; it is a strategy that influences brand reputation and consumer trust. Sustainable practices aren’t just good for the planet—they’re also good for business. Consumers are more likely to engage with brands that reflect their own values around environmental responsibility. The message was clear: adopting sustainable practices is not just a trend but a long-term commitment that will shape the future of advertising.
Evolving DOOH Measurement & Accountability
As DOOH continues to grow, the need for more accurate and transparent measurement solutions was a key topic of discussion. Historically, OOH advertising has been viewed as hard to measure, but with the advancements in programmatic buying and audience data integration, DOOH measurement is evolving to become more sophisticated and accountable.
Panelists underscored the importance of adopting advanced attribution models and audience tracking to provide advertisers with concrete proof of performance. Whether it’s understanding foot traffic, sales lift, or brand awareness, the industry is moving toward more reliable metrics that can measure the true impact of DOOH campaigns. To stay competitive, the industry must prioritize data-driven strategies that not only reach audiences but also measure success effectively.
OOH’s Growing Role in the Media Mix
Finally, the summit reinforced that DOOH is not only surviving, but thriving as a vital part of the media mix. While in-home channels are essential for targeted engagement, DOOH remains unmatched in its ability to deliver mass reach and brand visibility for advertisers.
Kelley Martin, SVP, Global Marketing & Creative of haircare brand Amika shared that OOH advertising was instrumental to the success of Amika's Perk Up campaign. The campaign – which featured Creators in OHH ads – saw a 37% sales increase in key locations and a performance that exceeded national averages, reiterating the message that OOH paired with human-inspired creative results in return on ad-spend (ROAS).
DOOH provides a unique advantage by cutting through the noise and delivering impactful messages in physical environments. During the On the Road Again panel, SVP of Group Director Investment at Carat, Sara Johnson, shared how General Motors uses DOOH to target high-concentration GM audience markets, effectively reaching consumers throughout their daily journey in contextual places such as gas stations.
DOOH continues to prove its value. It’s a powerful tool for reaching audiences in real-world settings, providing an opportunity to connect with consumers when they’re on the go.
Conclusion
The 2024 DPAA Global Summit made it clear that DOOH advertising is rapidly evolving, driven by advances in AI, sustainability, and measurement technology. Industry leaders and advertisers who embrace these changes are not only positioning themselves for success today but are also paving the way for a more dynamic, engaging, and sustainable future in advertising.