Emerging trends that will shape the future of foreign digital out of home

The Outdoor Advertising Association of America has presented its forecast of the leading trends in digital outdoor advertising
The scale of Digital OOH will continue to grow – and will soon overtake traditional Out of Home media
Based on a recent study by the Advertising Association / Warc Expenditure Report, Digital Out of Home accounted for 31 % share of total OOH spending in 2015 – it is expected to grow to 40 % in 2017. Various models project growth rates from 9 – 15 % over the next few years. That means that around 2020, digital Out of Home spending will likely account for more the 50 % of OOH spending.

At the same time, media planners are also getting on board. Based on a survey by the DPAA (Digital Place Based Advertising Association) in 2015 just over 50% of media planners included DOOH in their plans. In 2016 that number shot to 61 %.
Digital Out of Home & live data will allow for new levels of geo-temporal audience segmentation & targeting
We've already talked about "Big Data", but in the fairly near future we will see that transform into "Live Data" as the speed of that pipeline increases. Data from our mobile devices, along with smart watches, wearables, and other connected technology will feed location & behavioral segmentation directly into media planning and buying platforms.

For Digital Out of Home the ability to ingest, and respond to this real time mobile location data, coupled with the growth in machine learning will change the way the media is targeted and deployed. Media plans will be created based on predictive algorithms drawn from mobile audience segments that show the likelihood of your audience being in proximity to the display. Then, the deployment of the media can be fine-tuned based on real time data based on current audience levels.
Right Place, Right Time, Right Content
Digital Out of Home has been around long enough that most advertisers and agencies are comfortable with the concept of dayparting. In the next iteration of DOOH, customized and optimized content will be the default, and it will be delivered across multiple DOOH channels. Creative executions will be segmented to account not only for time of day, but also for other factors like location, environment, and dynamic consumer data. It will also be tailored to the audience segment to be targeted at that specific time and place – serve up creative targeted at urban commuters on the subway, while suburban moms get a different digital creative served at their local fitness club.62 % of urban consumers would be interested in a Digital Out of Home advertisement that showed them information relevant to their specific location or time of day. (FEPE, "Always On" 2014)
Real Time Buying vs Programmatic
One of the biggest changes the growth of digital will bring to the Out of Home industry is how the media is planned and bought. Speed and simplicity will be two crucial factors. Online interfaces will give media buyers the ability to plan based on audience behaviors, set up the delivery times and levels, upload the creatives, deploy the campaign all through one seamless interface. The planning and buying cycle will become shorter, and more agile, allowing for rapid changes and response to current circumstances, consumer sentiment, etc. The likelihood is that we may see both models running in parallel for quite some time.
Targeted Impressions: The New Currency for Digital OOH
A new buying model means the currency of OOH must change as well. Historically Out of Home media has been bought in monthly cycles, based on specific locations which provided a certain DEC or OOH rating. As digital takes over the new currency of OOH will most likely become targeted impressions. Campaigns will be planned, and media bought based on desired targeted impression levels.

This new currency and buying system will have multiple benefits. It will allow for more accurate targeting, and ease of buying for the advertisers, but will also allow for more flexible pricing on the part of Digital Out of Home media owners. There is a considerable opportunity for media owners to transform the media from one that was treated as an afterthought, to one that is viewed as progressive, dynamic and easily integrated into other media plans.
In conclusion, the Outdoor Advertising Association of America says that while the increase in DOOH is certainly significant, and it will likely claim the lion's share of OOH spending in the very near future, traditional static media will hang around, and stay relevant for some time. Practical factors like economics and audience size will mean that OOH in more rural areas will have a long wait before the big screens show up.