Just as consumer behaviour is constantly evolving, the way we plan and buy media, especially offline media such as OOH, is also changing. All traditional media – be it TV, radio or the mighty OOH – is moving towards digital. But if we closely examine the reality of programmatic digital OOH in this region, it is still only in its infancy. Even in the most progressive markets such as the US, DOOH only makes up 5 per cent of the total OOH inventory. However, it is also worth noting that it constitutes 33 per cent of the total out-of-home ad spend. This speaks volumes about the untapped potential of this medium both for suppliers and for advertisers.
Digital OOH does not only refer to billbo
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