The changes will come into effect in January, with advertisers set to get three times as much domination time on the tourist hotspot.
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Director at PwC, Andy Lobo, said DOOH H1 growth is ahead of the global growth of some of the major internet advertising platforms.
When OOH campaigns reach receptive audiences, run in attention-friendly environments, and are supported by transparent reporting, confidence will follow, writes Zoom Media’s MD.
The UK was the second fastest growing market for the media owner.
Speaking at an IAB UK event on 28 July, the panellists said that brands and agencies need to be upskilled on programmatic for the channel to continue to grow.
Burr Smith speaks to The Media Leader about why embracing change is essential for OOH’s future, how automation can unlock growth for the channel, and his main takeaways from the WOO annual summit in London last month.
The report argues that brand advertising should be brought within scope of existing regulation “as soon as possible” and that HFSS ads be banned from OOH by July 2027.
OOH was everywhere at Cannes Lions, but also almost invisible. Talon’s global CEO Sue Frogley argues that the sector needs to shout louder about its capabilities.
Ocean Outdoor’s ‘Great ADventure: A race across the nation’ challenged teams to travel from London to Glasgow on a limited cash budget over two days.
The campaign, Billboards by Global, was launched at the company’s outdoor Upfronts, with chief commercial officer Mike Gordon saying it wants to put “fresh momentum” behind the format.