IAB, IGEM and IG DOOH present trends in the DOOH sector
At the event in Zurich's Razzia, IAB Switzerland, the electronic media interest group IGEM and IG DOOH highlighted the current trends and innovations in digital out-of-home advertising. A panel discussed the developments of "Digital Out-of-Home" and Werbewoche.ch provided exclusive in-depth insights in video talks.
Marc Goetti from IG DOOH welcomed guests to the fully booked event, which was jointly organized by IAB Switzerland, the electronic media interest group IGEM and IG DOOH.
Oliver Schönfeld from TWmedia opened with an overview of the relevance of digital out-of-home advertising in Switzerland. It closed the past year 2023 with a substantial increase and gross sales of almost one billion Swiss francs (Werbewoche.ch reported).
Sven Ruppert from Splicky gave an insight into the practice of campaigns that play creatively with the technical possibilities. As an outlook for 2024, he expects more advertising media that dynamically adapt to the context and are used at a specific point of sale depending on current demand, for example. He also sees an increase in cross-media programmatic approaches in which mobile, DOOH and digital audio are booked together. He emphasizes the performance of DOOH when the dynamics of the medium are used.
Felix Mende from SPR+ presented the start of the world's first development of a Mobility GPT in cooperation with the Fraunhofer Institute IAIS in order to use AI to provide even more up-to-date and precise forecasts for the performance values of DOOH and OOH at currency level for the market in the future.
Beat Fischer from Intervista presented the Footprints Research method. This measurement system can be used to determine reach data for all OOH and DOOH forms of advertising. In combination with surveys, the advertising impact of campaigns can also be analyzed.
Florence Siebert (EssenceMediacom), Lara Jelinski (Dentsu Media Switzerland), Beat Holenstein (APG|SGA), Diego Quintarelli (Goldbach Neo OOH) and Sam Lutz (Drop8) took part in the panel discussion chaired by Oliver Schönfeld. The discussion focused on the future of digital out-of-home advertising with more precise forecast and effective values, the importance of DOOH as a growth driver for the entire out-of-home advertising sector and the needs of the advertising market to enable more digital out-of-home advertising.
"I am delighted that so many IAB members registered for this cross-association event," summarizes Urs Flückiger from IAB Switzerland. "This shows that DOOH also enjoys a high status among our members. We will respond to this demand by launching a DOOH working group in the first quarter."
Siri Fischer from IGEM adds: "The well-attended event shows the increasing relevance of digital out-of-home advertising. It is therefore unfortunate that DOOH, of all things, is coming under increasing pressure from political initiatives and that the possibilities - including in terms of creative implementation - are potentially being restricted. After all, hardly any other form of advertising is developing as dynamically as DOOH, while a large part of the added value remains in Switzerland."
