Is offline media becoming the biggest driver of online engagement? A review of recent trends and opportunities

Srikanth Ramachandran and Mehul Mandalia
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Srikanth Ramachandran: Moving Walls Holding Pte Ltd, Malaysia
Mehul Mandalia: Moving Walls Holding Pte Ltd, Malaysia

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 1, 32-42

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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