Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Is offline media becoming the biggest driver of online engagement? A review of recent trends and opportunities
Journal of Digital & Social Media Marketing,
9
(1),
32-42
(2021)
Abstract
As advertising spend continues to shift online, out-of-home (OOH) advertising has bucked the trend by transforming itself using digital technologies. Indeed, in all types of locations, the age-old billboard is proving to be an effective driver of online engagement. This article examines how this offline channel has intertwined itself with online media and the various ways in which marketers can use it to drive digital campaign performance. It also looks at OOH’s pivotal role at different stages of the marketing funnel.
Keywords: Out-of-home media; outdoor advertising; digital marketing; offline media; programmatic advertising; location data
The full article is available to subscribers to the journal.
Author's Biography
Srikanth Ramachandran is the founder and Chief Executive Officer of the Moving Walls group — an advertising technology company that provides automation and transparency tools for out-of-home and location-based media. He has won a range of Malaysian, regional and global awards, including the Most Promising Entrepreneur Award at the 2015 Asia Pacific Entrepreneur Awards. Srikanth has degrees in engineering and business and serves on the boards of various technology companies across Asia.
Mehul Mandalia is Head of Demand Platforms at Moving Walls, where he supports enabling brands and media agencies to optimise their out-of-home media spends using online planning and buying tools powered by audience and location intelligence. He is also responsible for building partnerships with third-party advertising platforms and industry associations to grow industry adoption of new technologies.
