![times square.png](https://cdn.steemitimages.com/DQmRQLWmzxoZRrHXsJDty9BS1etyTQPpdt21ybqevLPA7xk/times%20square.png)

Anyone who ever walked at the Times Square can relate to the attractive effect of advertising on digital displays. Compared to those huge monitors the old posters on the highway, bleached and turned yellow from the sun, seem like a forgotten artefact of earlier days. Over the years those huge screens became more common in smaller versions and in more numerous forms all over the world. This kind of advertising got its hype by not only the nicer look of hundreds of screens on the Time Square but also by higher conversation rates compared to simple paper posters according to several studies. While those screens became already a common part in downtowns, new possibilities in advertising appeared recently.

Programmatic media buying
Through programmatic media buying, advertisers are now able to present their products more likely to a specific group of customers. Ad-providers can offer several options, for example Out-Of-Home (OOH) and mobile ads with only one interface. All automated and specifically fitted for the certain business of their customer. Therefore an ad-campaign about sport accessory can be localized in the area around fitness studios or sport clubs. Also the time the ad is shown can be varying with programmatic solutions.

https://cdn.steemitimages.com/DQmZeXpwXZky3FKar4Ku9Tvi35B3NgDuePDAsGcoYT1UtuR/image.png Digital-out-of-Home Avertisement

While the sport accessory ad-campaign is presented during the daytime for example an online-casino can advertise in the nights on the same display. Programmatic media buying is not only a trend in the business of OOH marketing, it’s the logical next level due to its obvious advantages. Therefore it’s already widely adopted in the market.
Blockchain
Since new technology is rising faster than ever the concept of programmatic data, even it’s a very young one, is already about to become outdated. The next level in DOOH will be the adoption of blockchain technology. A widely adopted network will connect an enormous number of displays able to grant display providers and advertisers a maximum flexibility. The peer-to-peer technology is able to almost completely automatize the marketing process, saving most of the resources needed for a nowadays programmatic media campaign and decreasing maintenance costs to a minimum. It will make the progress of providing a display and starting an ad campaign, no matter the size of the business, just as easy as booking an apartment on Airbnb. Blockchain technology is still in its infancy and is reminding some of the early stages of the internet. But in the past few years the vision transformed into actual applications and partnerships with companies such as Western Union or Samsung have been taken place in almost any imaginable kind of businesses. In the section of DOOH there’s one pioneer heading to take over the market. With the vision of reaching annual revenue of six billion USD by 2022 and an already completely functional application based on smart contracts, Hygh is the project able to lead DOOH into the next technical revolution. Currently the project is still in its crowd funding stage till the final product launch in Q4 of 2019, offering investors and promoters to participate in the project. Investors are backed by the regulated terms of a Security Token Offering (STO), remarking the seriousness of the project. ![hygh.png](https://cdn.steemitimages.com/DQmZiau9LPHpnUptJTPxS7jUUGjVB9eXKKbB33CJVraPRx6/hygh.png)
Conclusion
Just like in politics one revolution doesn’t bring the eternal stability within the next government and is soon followed by the next one, businesses nowadays change in an even more rapid speed due to the enormous flood of new technologies bringing each time new undeniable improvements. To stay up to date and involved in the competition companies are forced to implement new technologies. And even if nowadays new technologies seem to be futuristic or hardly implementable they might become practicable, standard and after outdated in an even shorter time we’ve known from already old ones.

For information on how to participate in the Hygh project: Website: https://hygh.tech/ Telegram: https://t.me/hyghag/ 5 % discount for investors: [Sign up](https://dashboard.hygh.tech/sign-up?rhash=MbIsQCfO3w2KdNz1t15DerNToq5ueG19e6x7MvPiVmX6wXCboeSbjlIigJ2dIxQQ)