Franck Vidal from Vistar Media discusses the importance of programmatic out-of-home (OOH) advertising in an uncertain market environment in Singapore. As global supply chains and consumer behaviors shift unpredictably, brands often react by cutting budgets or pausing campaigns, which may not align with current consumer activities. Despite online fragmentation, foot traffic remains high in malls and public spaces, showing that consumers continue to engage in physical shopping and commuting. Programmatic OOH enhances the ability to tap into these real-world audiences, allowing brands to maintain impactful advertising strategies without losing scale.
This is where programmatic out-of-home (OOH) offers a powerful solution. It gives brands both flexibility and control, without sacrificing scale or impact.
During periods of uncertainty, we often see a knee-jerk reaction. Freeze the budget. Pause the campaign. But that approach does not always reflect what consumers are experiencing.
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