Effective and promising outdoor advertising is seen in the context of travelling (Neilsen research conducted by the Outdoor Advertising Association of America), as well as creation of "smart" airports — hubs of travelers' impressions and experience
— where technologies of data exchange between airports, airlines and consumers destress travelers, because they can obtain information about their journey in real-time. Using airport applications and beacon technology, brands can reach consumers from their Parking lot to the last message about their flight.
The trend of innovative technologies usage will continue in the future and will allow outdoor advertising to play a significant role in the consumers lives. In 2016 Ströer (together with Vodafone) installed small cells in its advertising media infrastructure in Munich and Frankfurt to provide advertisers with LTE and WLAN network. The technology of object detection in outdoor advertising used by the Company Ocean Outdoor (UK) in partnership with Renault.