Flyby and TUM Partner to Study the Future of OOH

Out-of-home advertising is one of the most established media fields out there. Formats, buying logic and metrics have been standardised for decades. That maturity also means fewer opportunities to study a medium as it takes shape, to question assumptions before they harden into industry norms.

With Flyby’s Smart Delivery Boxes, Flyby is pushing the edges of that field. Delivery fleets with mobile DOOH screens are already on the road, campaigns are running, and brands use the format to add flexible, data-driven visibility to their media mix.

Over the coming months, Flyby is collaborating with master’s students in Consumer Science at the Technical University of Munich (TUM), Julia Tataru and Alexia Chatziandronis. The collaboration is part of a project study at the Chair of Digital Marketing supervised by PhD Amelie Huber.

Julia and Alexia will fly close with the leadership in Dubai and Munich and engage in the daily activities of marketing and advertising sales. The goal is to sharpen how we describe the medium, the narrative and value proposition for different stakeholders, and positioning where Smart Delivery boxes fit within the larger media and advertising landscape.

“This collaboration brings together two perspectives that rarely meet. On one side, a start-up rethinking what’s possible with new business models, live operations, and real campaigns and data. On the other master’s students with the frameworks and fresh perspectives to investigate a format that doesn’t exist in textbooks. ” – Cheyenne Kamran, CEO Flyby

“We’re really excited about doing our project study with Flyby, because it gives us the chance to take what we’re learning at TUM and actually apply it in a real fast-paced startup setting.” – Julia Tataru & Alexia Chatziandronis, TUM

The collaboration is part of a larger picture: as this new medium emerges, so does the need for research and study, and this collaboration is a step toward building that foundation.