About this episode
In this episode of Datalicious, we discuss the world of Digital Out of Home (DOOH) advertising with Tizian Hosch from Hygh. We explore the differences between digital and traditional out-of-home advertising, the benefits of DOOH for advertisers, how to target audiences, how programmatic advertising works, and the challenges of campaign measurability. We also take a look at popular screens in Germany, and look at innovative campaigns that are shaping the industry.
What happened in just over 60 minutes...
In this episode of Datalicious, we discuss the world of Digital Out of Home (DOOH) advertising with Tizian Hosch from Hygh. We explore the differences between digital and traditional out-of-home advertising, the benefits of DOOH for advertisers, how to target audiences, how programmatic advertising works, and the challenges of campaign measurability. We also take a look at popular screens in Germany, and look at innovative campaigns that are shaping the industry. In this interview, we will discuss the development and future of digital out-of-home advertising. Tizian Hosch from Hygh talks about the 3D capability of screens, the influence of artificial intelligence on creative work, the importance of sustainability in the industry, and the role of Google in digital out-of-home. He also gives an outlook on the future of OOH advertising and the individualization of advertising content.
Chapters
00:00 Introduction to Digital Out of Home
06:46 Advantages of Digital Out of Home for advertisers
13:15 Programmatic advertising in Digital Out of Home
25:07 Campaign measurability and reporting
31:15 3D capability and visual effects
40:34 Sustainability in DOOH advertising
45:35 The special features of HIGH and OOH advertising
52:18 Glimpsing the future of OOH advertising
On our own behalf
This was a very special episode of Datalicious – and not just because I had a wonderful guest. Next year, a lot will change for me personally. Maybe you've already read it: My employer BurdaForward, with whom I started this podcast four years ago, has decided to hand over Marketing – the unit in which I currently work – to the colleagues at BCN.
For me, this means that I will be taking on a new role at the turn of the year. But don't worry: Datalicious will stay! What's more, I want to take this podcast to the next level. Starting next year, I want to manage to publish a new episode every month. And I'm even planning to establish a fixed release day – maybe that’s a little crazy, but I'm sure it’ll work out! I'm thrilled that I'll be able to continue this project – one which is very close to my heart, my "yoga", as I like to call it – under the BCN banner. To BurdaForward, thank you for four wonderful years of Datalicious in this constellation. Special thanks, of course, to my fantastic guests. Tizian, you are now part of a very illustrious and select circle of Datalicious guests. Without all of you, this podcast would not exist – so I want to say a huge thank you! I look forward to the challenges that the coming year will bring, and to 12 exciting new episodes with at least 12 inspiring guests.
Thank you, dear Tizian, for the great conversation today. I had a lot of fun. And thank you, dear listeners, for tuning in. Hear you soon!
Links mentioned
1. idooh.media
2. hygh.tech