Global out-of-home (OOH) market continues to remain most reliable forms of advertising and has continued to grow steadily despite the vast changes brought about by digitisation across the advertising market. While OOH has not (yet) suffered the severe disruption faced by the newspaper or TV industries, it is very much undergoing a print-to-digital transition of its own.
Based on real-time demographic and viewer data, the dynamic buying and selling of DOOH ads in real time has been truly revolutionary. Widespread implementation of such a model is dependent on a web of supporting advances across measurement, data gathering, business models and their associated technology. With 12 markets set to derive over half of their revenue from DOOH by 2021, the technology is increasingly in place, and the available opportunity potentially vast.