Five out-of-home advertising trends for 2017

Matt Teeman

By the time we reach the end of 2016, out-of-home (OOH) spend is projected to have grown by 4.2% and will rise by 3.8% in 2017. This has been driven by digital spend forecasts of 17% and 15.8% respectively. What 2017 trends will help facilitate this growth?

1. Live data will change lives

Whilst signage remains static, our audiences do not. Use of big and live data can now illustrate when, where and how our audiences are engaging with their immediate surroundings broken down by day, hour, minute and moment. This has been discussed in theory and trialed over the last couple of years but better connected inventory is now facilitating the integration of data and technology moving it out of the lab and into the playground.