Hiba Momani, Managing Director, Hills AdvertisingThere is a common misconception in outdoor advertising that the industry’s digital transformation is primarily about screens.
In reality, the conversation is increasingly moving beyond screens themselves and toward the systems, infrastructure and operational capabilities required to support them. The real transformation happening in OOH is operational.
As networks become more digital, connected and measurable, operators are no longer simply managing advertising placements. They are managing live infrastructure systems operating within complex urban environments.
For years, outdoor advertising was largely evaluated through visibility and scale. The focus was naturally on locations, traff
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Tags:connectedConsistencydigitaldigital infrastructureDigital Transformationdisciplineengineering assessmentsHiba MomaniHills advertisingInfrastructurelive infrastructure systemsLocationsmaintenance structuresmeasurablemedia inventoryOOHoperational capabilitiesoperational planningoutdoor advertisingpremium placementsregulatory approvalssafety considerationsscreensstakeholderssystemstraffic volumes
