PROGRAM

ExhibitionStage #2-9 How Should DOOH Be Integrated into Media Planning? — The Role of DOOH in Integrated Marketing and Data-Driven Measurement —

As consumer media habits continue to diversify, advertisers are increasingly expected to build integrated media strategies that optimize multiple channels. In this evolving landscape, Digital Out-of-Home (DOOH) is moving beyond its traditional role as an awareness medium to become an integral part of cross-channel media planning.

In this session, CyberAgent and GENIEE will explore how DOOH should be positioned within integrated marketing and how it can create greater value when combined with other media channels.

CyberAgent will share why it is investing in DOOH today and how its planners incorporate DOOH into broader media strategies. GENIEE will demonstrate how location intelligence powered by Wi-Fi and GPS data enables audience targeting, campaign measurement, and optimization to support more effective DOOH execution.

Together, the two companies will discuss how advertisers can rethink DOOH—from planning and measurement to optimization—and what its evolving role means for the future of brand marketing.

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  Yasuo Oyama

  Geniee, Inc.

  Demand Side Business Division　Director and Head of Sales

  

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  Daichi Hoaki

  CyberAgent, Inc.

  OOH Division Director / Head