Whilst the OOH sector as a whole enjoys modest growth of 5% per annum, Digital Out Of Home (DOOH) is forecast to double its value within 5 years. This growth is driven largely by innovations in creativity, dynamism and, particularly, accountability.
Digital platforms make it easier for advertisers to change their message, and experiment with new formats – high resolution imagery, animations, real time data feeds and video. Oftentimes, advertisers can target different messages at different audiences in different locations or at different times.
Accountability is fuelled by data and is focused on audience optimisation – delivering the right message to the right audience at the right time.