Though, OOH (out of home) is one of the advertising mediums used since long, it has definitely been more so, of late on account of the increasing adoption of digital outdoor advertising. Digital OOH is impactful as it is larger than life and can come in varying shape, size, and format. It can effectively target customers by behavior, location, demographic, and day-part. All these factors are propelling their use across the globe and driving the market for digital out of home. The customer-focused nature of this form of advertising along with innovative, and media fluency are estimated to continue to drive the growth prospects of the global digital OOH market.

The digital OOH media can deliver continually across customers of all demographics, a brand’s message, when they are out for any of their out of home activities. As many of the companies are realizing the importance of extending their marketing strategies outdoors, the demand for digital OOH market is increasing. Moreover, with technological advancements ensuring innovative changes in the type of digital screen used for advertising, these form of advertising are becoming increasingly more interactive and engaging.

Although the market may be matured, there still exists intense competition among players. The presence of many local and global players is intensifying the competitive nature of the global digital out of home market. It is becoming more and more difficult for players to stay abreast the advances in technology and thus, to survive in the market, it is becoming compelling for players to stay ahead of each other. Distinguishing their product and service offerings is the best bait and players are achieving this through a unique value proposition.

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