Does the future of OOH media rest with digital?

In an interview, Garry Lace managing director, Admedia, and Lisa Rokny, creative communications director, CBS Outdoor, Alive, talked about their plans in terms of developing a digital screen business. Rokny said that they have focused on closed, premium environments such as the Tube and Westfield for the Alive networks. Because these are high dwell-time and 100% pedestrian, they are able to offer huge creative scope at a time when the audience actively seeks to be informed and entertained. Lace added that technology is incredibly important in helping to improve and advance the image of out-of-home advertising (OOH) because innovation is everything. The OOH industry will continue to thrive as a result of both of these exciting developments.