No Way Around It: OOH Will Eventually Require Real-Time Performance Metrics

I love AdWeek in NYC; it always exudes elevated levels of "thinking collisions per capita" in the advertising industry. Obviously, I am not siloed on being bullish about the growth projections of outdoor advertising and digital signage. Research suggests a global OOH ad spend of $38B for 2018, with 38 million connected digital screens (for advertising, communications, wayfinding, menu boards, and so on). Particularly this year during AdWeek, it seemed out of home advertising (OOH / DOOH) was having a feast of media coverage, including AdAge (Digital Tech Lights a Fire Under Out-of-Home Advertising) and Recode (Billboards -- yes, billboards -- are having a heyday in a digital world), among other high visibility pubs. I see the OOH industry reaching the beginnings of an exponential revenue scalability curve.