In the 1960's many referred to OOH as the original broadcast media. Achieving eyeballs for brand advertising in sporting stadia and major travel hubs. Of course, it wasn't broadcast, but they were still selling an audience and packaged it as such. OOH has evolved dramatically. Combining Radio with its geo-targeting and OOH that can compliment it is smart. Why compete when you can work together under the same roof and provide a solution. More interesting sell for the great talent they employ as well. Interesting times.
Global has been doubling down on programmatic audio with its DAX platform. It's now looking like digital OOH will be also become a big focus for the business, with plans afoot to "heavily invest"across Primesight and Outdoor Plus estates to significantly up the number of digital sites.