What effect will technology have on the OOH market?
From a global perspective, the outdoor industry is looking at a future where more billboards will become digital. This has led many to conclude that brands and advertisers will eventually see outdoor media as another screen that they can buy.
The other major wave envisioned globally for OOH is that with this growing digitisation of billboards, a subsequent shift in how ads are being targeted to them will go on to lessen the gap between outdoor and online campaigns. Data, which can be leveraged in real time via mobiles or any other platform, will also play into the OOH arena of the future.
In the region, outdoor continues to play a vita
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