The love triangle between GDPR, DOOH advertising and digital marketers

With the General Data Protection Regulation (GDPR) coming into effect on May 25th, the way companies use consumers’ personal details and internet browsing habits will become even more challenging‒causing significant changes for digital marketers. Therefore, looking at alternative channels where the impact of GDPR will be less of an issue is vital.

Not only that, according to Matteo Ceurvels from eMarketer, “It has also stirred up some uncertainty among marketers as they try and navigate the murky waters—where issues such as data privacy, fake news, and the right to be forgotten all loom in the minds of consumers as of late.”

However, no need to worry just yet, marketers!

One such alternative channel is OOH—in particular digital out-of-home (DOOH) advertising. With its growing number of functionalities, DOOH offers new ways to target consumers, from geo-targeting for moving media to live social media feeds while offering the capability to maximize their return of investment.

In fact, research by Nielsen USA in 2017 revealed that DOOH is the most effective at driving online activity. It found that online activations, including search, Facebook, Twitter and Instagram activity generated by digital OOH indexes at about four times the expected rate given its relative ad spend.

“DOOH provides a unique alternative for advertisers since a majority of the data collected has already been anonymized, making it GDPR-compliant from the get-go.” – Matteo Ceurvels, eMarketer

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