Forrester

Why Read This Report

Adding digital to traditional out-of-home has transformed a stagnant medium into a fast-growing channel with significant upside for marketers as small screens grow ever-more cluttered. The landscape remains fragmented, and many installments still lack creativity, which has hampered consistent or meaningful adoption of digital out-of-home into the marketing mix. But standardized metrics, technology improvements in front of and behind the screens, and innovative high-profile campaigns have given this channel some critical momentum.