Russian Federation
The article examines the prospects for the development of programmatic DOOH (Digital Out-of-Home) in the context of omnichannel marketing, using the example of the Moscow outdoor advertising market. The current state and dynamics of the Russian OOH market are analyzed, with an emphasis on the share of digital media and the growth of the programmatic segment. The role of programmatic DOOH in forming effective omnichannel strategies is explored, including personalization, measurability, integration with other channels, and operational efficiency. Key directions for the further development of programmatic DOOH in Moscow are highlighted, such as inventory expansion, deepening analytics, integration with new technologies, and increased investment. The article emphasizes the significance of the Moscow market as a driver of innovation in digital outdoor advertising and omnichannel marketing.
programmatic DOOH, omnichannel marketing, outdoor advertising, Moscow, digital advertising, media planning, RTB
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