The outdoor advertising industry, especially iceland phone number library in the digital out of home area, is developing dynamically and gaining popularity among marketers. The main growth factor for the entire sector is DOOH advertising. Although its share in outdoor advertising in Poland is about 25% - less than in developed markets (60-70%) - forecasts clearly indicate further growth in digital out of home.
Outdoor and (D)OOH
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In the case of Clear Channel Poland, in the fourth quarter of 2023, the share of DOOH advertising exceeded 50%, which highlights its growing role in Poland as a natural complement to digital campaigns.
We noticed this clearly after implementing the CPM model in 2023, and earlier after enriching our media with behavioral data (RADAR tool). The introduction of the programmatic model to the offer at the end of the third quarter of 2023, the use of DV360 and AdForm technology or data from the Justtag platform allowed us to create a completely new product, which is a perfect extension of the online campaign.
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In the fourth quarter of 2023 alone, the share of programmatic in the total sales of Clear Channel Poland was close to 6%, which is a surprisingly good result. This cooperation model allowed us to reach customers who were not previously present in the outdoor advertising segment. This only confirms the phenomenon of media interpenetration and the need for omnichannel communication. It is also an additional factor strengthening digital growth, which in our case reached 60% per year.
