Digital out-of-home: new possibilities for converging with mobile, social media and online game formats
The digital outdoor/out-of-home market (DOOH) has traditionally been seen as a discrete business far removed from both mainstream media and the better known interactive channels of the PC and mobile web.
But convergence of digital platforms, the dramatic global growth of smartphones and increasing synergies between physical digital posters and their virtual equivalents in computer games have opened up new opportunities for integration of DOOH into wider campaigns.
For DOOH providers, this is both an opportunity and a threat. As Stephen Randall,...