Digital OOH’s growth has media agencies make more use of its data and measurement options

Boring static billboards are coming closer to extinction as digital out of home media adds more tools to its offerings.

Media agencies are increasing their use of digital out of home channels in new ways as different data engagement and emerging technologies become a part of their arsenal, making the space increasingly attractive to maturing and legacy brands alike to think beyond traditional billboards.

With experimentation in digital and immersive displays to live feeds, agencies and clients are able to integrate live consumer data, heat mapping or location tracking and measurement in order to focus on other elements of performance – rather than just using OOH for brand awareness.

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