Why digital out of home can challenge other media

Brian Carruthers

Despite digital out of home’s growth across the world, key barriers to entry and local considerations are important to understand - without forgetting, that sometimes, static paper posters can do the job.

The out-of-home sector is currently enjoying something of a renaissance, thanks in no small measure to the impact of digital out of home. In 2010, digital accounted for just 4% of the Western Europe OOH market; by 2017 that had risen to 16% and is projected by Magna Global to take 28% by 2022.

And most of that growth is additional spending, rather than cannibalising traditional forms, Justin Cochrane, CEO of Clear Channel, told the European OOH Summit (London, May 2018). The traditional market is declining only very slowly (from $5,169m in 2019 to $5,140m in 2017 and $4,916m in...

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