Asia’s streets carry all the signs of outdoor advertising's future

South East Asia is home to one of the most advanced digital outdoor advertising markets in the world, not only because of the proliferation of digital billboards, but as technology pervades all aspects of public life in many countries, meaning consumers exhibit a greater tolerance for more screens, seeing them as a mark of progress and a normal part of the new urban landscape.

Asia's streets carry all the signs of outdoor advertising's future

Clive Punter

If you want to see the future of digital outdoor advertising, go to South East Asia. It's not just the sheer proliferation of screens, but the way technology pervades public life. Consumers show a tolerance for ever more screens, accepting them as a mark of progress and a normal part of the new urban landscape.

Change has manifested itself more slowly in Europe. Our industrial revolution was a gradual transition, in some cases over centuries. Europe's outdoor industry also meandered along for decades without much happening – some...

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