We’re thrilled to partner with The Media Leader FR for this inspiring event happening on Thursday, December 12, 2024, at the iconic La Samaritaine in Paris. This event promises a morning packed with inspiration, including keynote talks, panel discussions, and networking opportunities.
Event description
DOOH (Digital-Out-Of-Home) is experiencing exceptional momentum in 2024, with growth of +27.1% over the first nine months according to BUMP. Driven by the attractiveness of interactive and immersive formats, DOOH is now surpassing pre-pandemic levels and has established itself as a strategic lever for advertisers. In this context, programmatic buying, although still marginal (1 to 3% of OOH budgets in some agencies), is positioning itself as a key opportunity thanks to its strengths: flexibility, data-driven targeting, real-time optimisation and coupling with other digital channels.
However, there are still obstacles to overcome: additional costs linked to high CPMs and commissions, an inventory limited to 60,000 compatible screens on 500,000 faces, and the absence of unified audience measurement to maximise advertiser confidence. Despite this, players such as Displayce and Vistar Media are breathing new life into the market, and agencies are thinking about integrating programmatic DOOH into more comprehensive multiscreen strategies.
To take a closer look at these issues and explore the prospects for this fast-changing market, The Media Leader is organising its next ‘The Media Leader Café’ dedicated to DOOH, on 12 December from 8.30am, at the iconic venue La Samaritaine, in partnership with Mediatransports, Displayce, The Trade Desk and the ACPM.
