Why OOH has to set its sights higher

Krysia McKechnie

OOH global industry leaders reflect on the challenges facing the medium, and share advice on the roll-out of digital outdoor display technology.

OOH is the original media channel. From the Egyptians using stone obelisks to publicise laws and treaties through handbills, posters and billboards, the essential component has remained the same: advertising to consumers outside of their homes in locations where they will have the most impact.

And while it has been overtaken in spending by each new channel that has emerged it has remained resilient in the face of the digital revolution, maintaining a 6.7% share of the worldwide ad market for the last decade, as internet spending has eaten into TV and press budgets.

Ten per cent

Yet not everyone...

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