Havas's Paul Frampton on the impact of programmatic advertising on the out of home sector
Havas Media chief executive, Paul Frampton offers his own views on the impact that the rise of programmatic advertising can have on the out of home (OOH) sector.
Much of the talk in the world of programmatic trading is around the inevitable expansion beyond digital into other media such as TV, radio and OOH. The latter is particularly interesting as digital inventory already accounts for almost 25 per cent of OOH ad spend and this will probably double within three years.
But ‘programmatic’ is probably at best a misleading term, given its very specific digital heritage, and at worst a misnomer. Read full story ›
Source: The Drum
