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Digital OOH

Rise of global ‘smart cities’ will increase digital OOH uptake

By our News Team | 2021

The technology and connectivity that characterises smart cities will also boost rapid growth of digital OOH advertising, say top executives.

The steady rise of the ‘smart city’ worldwide, as well as the growing move to digital technology in almost every facet of life, is quickly changing the face of out-of-home advertising.

New research reveals that 74% of global advertising executives strongly believe that these factors will provide explosive growth opportunities for the Digital Out-of-Home (DOOH) sector, as it rapidly replaces the traditional billboard.

The study was conducted by Alfi Incorporated, a digital out-of-home advertising specialist operating in the US and Europe.

Alfi – which, to be clear, does have a vested interest in pushing the digital-out-of-home agenda – says an increase in digital spaces in smart cities translates to more opportunities for marketers to connect with potential customers, boosting brand validation and conversions. Ability to shift strategy mid-campaign “DOOH advertising provides that bridge, creating myriad possibilities for brands who now exert much more control over marketing campaigns than before. With real-time impressions generated from actual consumers, ads can now be even more flexible, giving agencies, marketers and brands the ability to adapt and shift strategy mid-campaign,” Alfi says. One of the obvious benefits of DOOH is that marketing teams can easily adapt their messaging according to time of day, rapidly emerging trends, highly localised circumstances, and short-term special offers. Traditional billboards, of course, may take days or weeks to be adjusted to shifting circumstances. And what of changing consumer mobility trends resulting from Covid-19, with less people travelling into cities or along major routes to and from work? How does this effect DOOH? While there was an impact during the initial 2020 series of global lockdowns, it seems that digital out-of-home is making a comeback. According to the business news website Marketwatch, the global DOOH advertising market is slated to grow from $4.3-billion in 2020 to $5.6-billion in 2026, at a compound annual growth rate (CAGR) of 6.8%. WARC, the marketing information website, seems to agree. It predicts that OOH, in general, will be the second-fastest-growing medium in 2021, with ad spend increasing more than 20%.
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.