For the past five years, industry leaders have been heralding the golden age of out-of-home (OOH) advertising, predicting it will evolve into a medium that could do pretty much anything. The rhetoric around out-of-home today feels reminiscent of mobile, where for years the saying went, “This is going to be the year of mobile.”
Now, thanks to the rapidly increasing digitization of the OOH medium, the ascendance of smart cities, consumer expectations for responsive experiences and an explosion of location data, advertisers and media agencies are fundamentally changing their perception of OOH advertising.
