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Modern lifestyles mean that people are out of home more than they used to be. In more affluent societies more time is spent away from home – particularly the wealthier, younger and urban cohorts who are most desired by advertisers and who are often hard to reach in other media.

The modern consumer is connected with powerful devices that absorb their discretionary time when out and about. That said, these devices also provide opportunities for OOH advertising to be enhanced by various kinds of mobile interaction which can drive many kinds of purchase actions and brand interactions.