How Out-of-Home Media Companies Must Reinvent Themselves as Publishers to Survive

Transforming from real estate-driven ads

2018 is the year of revamped out-of-home advertising. Getty Images

For the past five years, industry leaders have been heralding the golden age of out-of-home (OOH) advertising, predicting it will evolve into a medium that could do pretty much anything. The rhetoric around out-of-home today feels reminiscent of mobile, where for years the saying went, “This is going to be the year of mobile.”

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@_dave_e_ Dave Etherington is chief strategy officer at Place Exchange.