Fast forward

“ Marketers will no longer be targeting audiences via the area where they are located, but instead will be targeting audiences on their behaviour.”

Out-of-home, like other media, is transforming in response to digitisation, data and the changing expectations of advertisers. Digital screens supported by ad servers that update content in response to real-time triggers are already here. Innovative campaigns, too, are also already using rudimentary face recognition, QR (quick response) codes and image scanning, beacons and citizen wayfinding. There’s plenty of evidence of forward thinking happening in out-of-home. But what about the future?

Ten years from now which trends may have the biggest impact on how marketers use out-of-home? It’s likely to go beyond digital screens, flexible trading and better verification and reporting. The trends that will play out in the next decade will