Like a well-fed toddler constantly in need of ever bigger shoes, the footprint of digital out of home (DOOH) grows ever larger. The proliferation of interactive panels is heading towards 20% of all UK poster sites. Correspondingly, more and more outdoor spend is channeled into the hungrier and hungrier mouth of the child of our times that is digital.
Posterscope state that this is 28% of all out of home revenues. This is an absolutely massive spoonful, especially when you consider the Advertising Association and Warc’s Adspend Forecast predicted that over £1 billion would be invested in Out of Home advertising during 2015. Open wide!