How programmatic OOH works with mobile to enhance and supercharge campaigns

Buying and planning digital out-of-home is more accessible than ever: inventory is sold on the same DSP platforms as other digital media channels, bringing with that some great opportunities for brands. 

The same audience data sets can be used across different channels, creating greater accuracies and synergies than ever before. Most obvious is utilising mobile audience data in tandem with digital out-of-home, enabling a plethora of campaign efficiencies to be unlocked. With mobile datasets cross-referenced with location-based data, advertisers could track whether a user has visited a specific location or taken an action on their mobile after being exposed to an OOH ad. 

And the research supports the added value of using mobile and OOH together.