Digital screen advertising

Nick Bell

Although digital screen advertising (screen based ads in leisure centres, stores, transport, city centres etc.) currently represents a fraction of UK outdoor ad revenue, Nick Bell argues that things are about to change.

Digital screen advertising

Nick Bell Outdoor Connection

The retail media sector stands on the cusp of great change. For so long it has been operating on the fringe of the communication process, now it is at the heart of a dynamic revolution. The reason for this is the introduction of digital technology into supermarkets, high-street stores, shopping centres and other retail environments, especially in the guise of screen-based advertising.

This raises a number of questions and issues, affecting consumers and the media and advertising world alike. This article examines these developments and their implications for both retail media and...

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