South Africa, Oct. 7 -- The mistake is assuming marketers need to choose between them. The real question is what the campaign needs to achieve, and which approach is best suited to each part of that job.

One solution is to use loop-based SOV and programmatic buying together, with each playing a specific role. By securing a position within the loop, a brand knows where its creative will appear and how often, helping to stay visible while reaching audiences repeatedly over time. Programmatic DOOH adds flexibility by using data signals to guide when and where impressions are bought so advertisers can ramp up their presence around a launch or promotion. This doesn't make one approach more sophisticated than the other - they are simply design...