The market for digital out of home media is growing at over 35% a year. The effectiveness of traditional media such as TV advertising are reducing as ad skipping technologies improve and cash rich / time poor consumers become adept at filtering out messages. As a result EFFECTIVE digital media out of home - in retail environments, bars, fast food restaurants and transport hubs - can reach consumers in the 'last yard', just as they are about to make their purchase.

BUT

While screens are everywhere now, they often don't work because the message is wrong. They say the wrong thing, use the wrong images and don't engage the customer. So all the money spent on putting the digital screen networks in is wasted.