Six innovations shaping the future of OOH advertising

Krysia McKechnie

The OOH industry will be revolutionised by technology, becoming a more targeted and dynamic medium as a result of developments in AI and data-driven ad buying.

Out-of-home advertising is the industry’s only medium to have remained static in terms of share of spend over the last decade. A lack of growth over such a long period might be interpreted negatively, but maintaining a solid share of the market during a period of intense fragmentation could be considered a positive.

Many view the future of OOH in optimistic terms. Other forms of traditional media have seen significant declines while digital has witnessed exponential growth, but OOH is unique in that it has managed to steer a course through these turbulent highs and lows and retain a...

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