“Generally, we’re big fans of outdoor advertising. It’s been having a resurgence, or a moment. A lot of it is predicated on the fragmentation of media and the opportunity to create a tangible presence in a real-world moment,” said Eric Perko, CEO of media agency Apollo Partners. “Programmatic is not totally in line with that because you’re buying it fractionally.”
Perko said that while programmatic might be useful for a new advertiser to experiment with transit, he can’t see it completely replacing direct.
“It makes a lot of sense as a complement to a bigger buy,” Perko said. “When given the option, and assuming the brand has a budget to do it, we would still… want to buy directly.”
