• Mohamed Mousa

Digital transformation in advertising



Advertising is one of the most creative and innovative industries in technology Furthermore when you think about how media has transformed over the past few years, it becomes obvious why advertising would likewise have to change to keep up. Digital transformation in the advertising industry has been bound to happen and it's not dialing back at any point in the near future. As per WAN-IFRA's World Press Trends 2021-2022, 44% of publishers believe that speeding up digital transformation should be a top priority.

Digital transformation is a change in an association, business, or industry resulting from the integration of digital technology, wherein new business processes are created or existing cycles are modified to offer better service offerings and business performance, including clients. Spending on digital transformation technology and services is expected to increase from 1.78 billion dollars in 2022 to 2.39 billion dollars in 2024. The utilization of new advanced innovation allows organizations to quickly adjust to evolving conditions, allowing them to stay on top of new trends as they arise.

Charles Darwin's theory on the evolution of the species is based on the observation that those individuals that adapt best to the environment, rather than the strongest, have the best chances of survival. New digital technologies have fundamentally changed the setting in which organizations work so that, applying the theory of evolution to business, it could be claimed that only those firms that adapt best to the new digital environment will survive.

Digital transformation in advertising from OOH (Out of home) to DOOH (Digital out of home) and pDOOH (Programmatic digital out of home) advertising is the following advanced phase of the Out-Of-Home (OOH) media development.

The contrast between Programmatic DOOH and DOOH is that advertisers start having more control over the content and targeting options used to deliver advertising materials to the potential audience.

We at dKilo believe that digital transformation is leading a make-over to the advertising field offering extraordinary chances and tools topped with better targeting options resulting in better optimization to the return on advertising spend (ROAS), which allows businesses a precise spending pattern & understanding over their marketing & advertising budgets & returns.




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