A monthly OAAA Outlook feature article will highlight insights collected from members of the OAAA Innovations Committee. The committee members answer questions related to OOH data, technology, and innovation. Last month's question was: What are some of the most exciting opportunities ahead as the OOH industry converges with smart cities
over the next several years? 10 experts from advertising agencies and OOH-operators agreed that smart cities and outdoor advertising are mutually beneficial, and their synergy benefits residents and visitors of the city.
There is enormous potential for the OOH industry to play a key role in supporting new smart cities initiatives. Adding in a monetization component through advertising can help offset the cost of installation and maintenance of new systems, helping city planners see these systems as revenue sources instead of pure cost centers. For example, despite some difficulties in launching and constant maintenance costs, the project of the digital communication network LinkNYC
allowed to launch the most important city services at the expense of advertising money and attracted more than 1 million users for less than a year.