Out-of-home advertising: Digital on the Rise.

Increasingly networked and automated OOH infrastructure will facilitate programmatic advertising, and provide the ability to personalise ads and automate and dynamically manage inventory. At the same time, integrating technologies such as mobile wallets and near-field communication will enable digital OOH to expand into e-commerce, allowing consumers to buy directly “from” advertisements. However, the relatively subdued global economy means investment in new technologies will not happen rapidly, and new consumer behaviours – notably buying directly from OOH ads – will also take time to ramp up.n in 2020.

Source: Out-of-home advertising: Segment findings: Global entertainment and media outlook 2016-2020: PwC