OOH Advertising is no longer limited to static billboards on the side of highways. A variety of digital aspects are being incorporated, including geofencing and programmatic, that have enabled the industry to shift from an impression-based medium to an engagement-based medium. 

Ian Dallimore, Vice President of Digital Growth & GM of Programmatic at Lamar Advertising Company, and Mikhail Damiani, Founder & Managing Director at Blue Bite, discuss how.