Digital Out-of-Home (DOOH) advertising is now present in almost all shapes and sizes, in large and small formats, and can be found in public spaces, densely populated urban areas, along highways, and in private venues. Its growing presence has been recognized within the professional community with the publication of the Guidelines for Digital Out-of-Home Advertising by IAB Croatia, the first document on the domestic market that includes information on formats, planning, and purchasing, as well as best practices for DOOH advertising. The initiative aimed at improving digital practices continues with the publication of a new document—the Glossary of Digital Out-of-Home Advertising by IAB Croatia.
On behalf of IAB Croatia, the Croatian branch of the IAB Global Network organization that brings together the world’s digital marketing market and creates global market standards, this overview of the most important DOOH advertising terms was created by the IAB Croatia Working Group for Digital Out-of-Home Advertising: Dean Udatny (Go2Digital), Irena Andučić Selthofer (Real Group), Ivo Knežević (Erste Bank), Irena Petek (Studio Nexus), with external assistance from Maša Savićević. The glossary aims to make DOOH more accessible to agencies and advertisers while improving transparency and sustainability in this growing industrial sector.
The advertising industry has grown significantly in recent years and has evolved to the point where advertising is increasingly being purchased automatically and programmatically. Therefore, IAB Croatia recognized the need for its standardization and the development of a set of inter-industry standards.
“The DOOH industry has been growing for the tenth consecutive year, taking the lead in OOH and elevating the entire industry with novelties and innovations. With the creation of a completely new DOOH Glossary document, following last year’s Guidelines for Digital Out-of-Home, we are once again raising the bar for the Digital Out-of-Home industry, where things are constantly changing and innovating, and it is extremely important to have continuity that follows market growth,” said Dean Udatny (Marketing Director, Go2Digital), a member of the IAB Croatia Working Group for DOOH Advertising.
The advantages of DOOH include full-motion video, real-time dynamic content, engagement with social media, mobile geo-targeting, interactive touch screens, gesture recognition, and many others.
The entire glossary is available at the link, and the previously issued Guidelines for Digital Out-of-Home Advertising are also available. Learn more about the activities, projects, and membership of IAB Croatia at www.iab-croatia.com.
