By Ammar Sharaf, CEO of Viola Communications
There are hundreds of steps that go into the planning and buying of any given outdoor campaign, and to a certain extent those steps have historically been rather inefficient, for example in the way parties share information. However, OOH is currently undergoing a radical evolution, underpinned by the digital transformation taking place throughout the industry, which will dramatically change the way we look at, and benefit from, the process.
It may seem obvious, but we need to examine the two facets of digitalisation in OOH that are the game-changers right now: the transformation of the workflow by automating the planning and buying of media, and
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