Tracking activity in real time is the future of OOH. It will allow advertisers to provide the messaging that consumers want (digital advertising to mobile phones) in real time where they want it and tie it to “brick & mortar” OOH structures like billboards, buses, subways and other traditional media. That may sound like something out of a sci-fi movie, but the technology is not as far off as you may think. The rebranding of the Traffic Audit Bureau to Geopath marks the shift of measuring OOH impressions to measuring and analyzing audience location and how consumers engage with OOH advertising as they move throughout their world. In the meantime, expect to see social media incorporated even more into OOH in new and different ways.
The lesson here? OOH advertising is not going away. Rather, it is evolving and being used differently than ever before with great impact.