By Manoj Khimji, managing director, The MediaVantage
In a tale as old as time itself, technology is taking over the traditional. If you’re reading this and have been in the media industry for at least seven or eight years, you’re probably familiar with how this pans out. Mass aggregation, multiple links in the value chain, and ultimately a more measurable and efficient buying mechanism tends to win out. The DOOH (digital out-of-home) market was estimated at $6.8bn in 2021, and is expected to grow at almost 14 per cent CAGR over the next six years. To put this in context, this means the DOOH total market size will be just shy of $55bn by 2030. Nothing new, you say? Nothing that wasn�
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