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Social media giant TikTok is making a bold foray into the digital out-of-home advertising market, according to a report from AdAge, with mixed reactions from industry experts.
Leslie Lee, SVP of marketing at Vistar Media, provided commentary to Digital Signage Today via email on the strategy.
“Over the past several years, DOOH has evolved from simply showing ads to providing content and other valuable services to consumers,” Lee said. “These screens offer platforms such as TikTok, and the brands on those platforms, new ways to reach, engage and interact with users.
“They want to place their content on these highly valuable media properties because that’s where their audience is spending time. It’s great to see fresh and popular content providers thinking about bringing their content to some of the largest, most visible, beautiful and connected screens.
“DOOH provides valuable consumer experiences, and it is a powerful messaging strategy to combine what we consume individually on our personal devices and what we consume in public. By being seen in a contextual environment, creators and influencers — and the brands that support them —can tap into the right location and time of day, as well as reach the right audience at that moment in time.”
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Digital signage is not a silo | Digital Signage Today
Daniel Brown is the editor of Digital Signage Today, a contributing editor for Automation & Self-Service, and an accomplished writer and multimedia content producer with extensive experience covering technology and business. His work has appeared in a range of business and technology publications, including interviews with eminent business leaders, inventors and technologists. He has written extensively on AI and the integration of technology and business strategy with empathy and the human touch. Brown is the author of two novels and a podcaster. His previous experience includes IT work at an Ivy League research institution, education and business consulting, and retail sales and management.
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