Mondelez gets to grips with dynamic OOH

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

Out-of-home media owners have a spring in their collective step. From its longstanding position as an unfashionable addendum to media plans, outdoor has become a key consideration for advertisers pursuing reach.

The channel can expect a 5.9% year-on-year boost to advertiser investment in 2020, according to WARC’s (pre-COVID-19 outbreak) global forecast. And much of that growth is being driven by adoption of digital outdoor screens, which can be activated and updated within minutes – far faster than traditional ‘paper and paste’ methods.