Market Overview

The Spain OOH and DOOH market represents a dynamic and rapidly evolving advertising landscape that combines traditional out-of-home advertising with cutting-edge digital out-of-home technologies. Spain’s advertising ecosystem has witnessed remarkable transformation as brands increasingly recognize the power of outdoor advertising to reach consumers in high-traffic locations across major cities including Madrid, Barcelona, Valencia, and Seville. The market encompasses various formats ranging from traditional billboards and transit advertising to sophisticated digital displays and interactive advertising solutions.

Digital transformation has become the cornerstone of Spain’s outdoor advertising evolution, with DOOH installations experiencing accelerated growth at approximately 12.5% annually. This growth trajectory reflects the increasing demand for dynamic, real-time advertising capabilities that allow brands to deliver targeted messages based on time of day, weather conditions, and audience demographics. Spanish advertisers are particularly drawn to the flexibility and measurability that digital platforms provide compared to traditional static formats.

Urban development and infrastructure modernization across Spanish cities have created numerous opportunities for innovative advertising placements. The integration of smart city technologies with outdoor advertising networks has enabled more sophisticated audience targeting and campaign optimization. Retail brands, automotive companies, and entertainment sectors represent the largest advertising spenders in Spain’s OOH and DOOH market, collectively accounting for over 60% of total advertising investments in outdoor media.

Meaning

The Spain OOH and DOOH market refers to the comprehensive ecosystem of outdoor advertising solutions that encompasses both traditional out-of-home advertising formats and modern digital out-of-home advertising technologies deployed across Spanish territories. OOH advertising includes static billboards, transit advertising, street furniture, and ambient media, while DOOH advertising encompasses digital billboards, LED screens, interactive displays, and programmatic advertising platforms that deliver dynamic content to consumers in public spaces.

Market participants include advertising agencies, media owners, technology providers, content creators, and brands seeking to engage Spanish consumers through outdoor advertising channels. The market operates through various business models including direct sales, programmatic buying, and integrated campaign management services. Geographic coverage spans from metropolitan areas with high population density to regional markets with specific demographic characteristics and consumer behaviors.

Technology integration plays a crucial role in defining the modern Spain OOH and DOOH market, incorporating elements such as audience measurement systems, weather-responsive advertising, mobile integration, and real-time content management platforms. The market serves diverse industry sectors including retail, automotive, telecommunications, financial services, and entertainment, each leveraging outdoor advertising to achieve specific marketing objectives and consumer engagement goals.

Executive Summary

Spain’s OOH and DOOH market demonstrates robust growth momentum driven by increasing digitalization, urbanization trends, and evolving consumer media consumption patterns. The market benefits from Spain’s strategic position as a major European economy with significant tourism activity, creating diverse advertising opportunities for both domestic and international brands. Digital adoption has accelerated significantly, with DOOH formats gaining preference among advertisers seeking measurable and flexible advertising solutions.

Key market drivers include the recovery of economic activity post-pandemic, increased retail sector investments, and growing demand for location-based advertising solutions. The integration of programmatic advertising technologies has revolutionized campaign planning and execution, enabling more precise audience targeting and real-time optimization. Mobile connectivity and social media integration have enhanced the effectiveness of outdoor advertising campaigns through cross-channel engagement strategies.

Competitive dynamics feature a mix of international media companies, local advertising specialists, and technology providers working collaboratively to deliver comprehensive outdoor advertising solutions. The market shows strong potential for continued expansion, supported by ongoing infrastructure development, smart city initiatives, and increasing advertiser confidence in outdoor media effectiveness. Sustainability considerations are becoming increasingly important, with market participants investing in energy-efficient technologies and environmentally responsible advertising practices.

Key Market Insights

Strategic market insights reveal several critical trends shaping Spain’s OOH and DOOH landscape. The following key insights provide comprehensive understanding of market dynamics:

1. Digital Transformation Leadership: Spanish cities lead European markets in DOOH adoption rates, with digital formats representing over 35% of total outdoor advertising inventory
2. Programmatic Integration: Automated buying platforms have captured significant market share, enabling real-time bidding and audience-based targeting capabilities
3. Mobile-First Strategies: Integration with mobile advertising campaigns has increased cross-channel effectiveness by approximately 40%
4. Tourism Market Impact: Spain’s position as a leading tourist destination creates unique opportunities for international brand exposure and localized advertising campaigns
5. Retail Sector Dominance: Retail advertisers continue to represent the largest spending category, focusing on location-based targeting and promotional campaigns
6. Technology Innovation: Advanced features including facial recognition, weather integration, and AI-powered content optimization are gaining mainstream adoption
7. Sustainability Focus: Environmental considerations drive investment in energy-efficient displays and sustainable advertising practices
8. Regional Market Diversity: Different Spanish regions demonstrate varying preferences for advertising formats and content strategies

Market Drivers

Economic recovery following global disruptions has emerged as a primary driver for Spain’s OOH and DOOH market expansion. Consumer spending patterns have normalized, leading to increased retail activity and corresponding demand for location-based advertising solutions. The resurgence of tourism activity has particularly benefited outdoor advertising networks in major Spanish destinations, creating opportunities for both domestic and international brand campaigns.

Technological advancement continues to drive market growth through enhanced targeting capabilities, improved measurement systems, and more engaging advertising formats. The proliferation of 5G networks across Spanish cities enables more sophisticated digital advertising applications, including real-time content updates and interactive consumer experiences. Artificial intelligence and machine learning technologies have revolutionized campaign optimization, allowing advertisers to achieve better performance outcomes.

Urbanization trends and smart city development initiatives create expanding opportunities for outdoor advertising placement and audience reach. Infrastructure modernization projects across Spanish municipalities often include provisions for digital advertising displays and smart city technologies. The growing emphasis on data-driven advertising has increased advertiser confidence in outdoor media effectiveness, leading to larger budget allocations and more sophisticated campaign strategies.

Consumer behavior evolution toward mobile-first lifestyles has enhanced the relevance of location-based advertising, particularly when integrated with digital marketing campaigns. The increasing importance of omnichannel marketing strategies has positioned outdoor advertising as a crucial touchpoint in comprehensive brand communication strategies.

Market Restraints

Regulatory challenges present significant constraints for Spain’s OOH and DOOH market development. Municipal regulations governing outdoor advertising placement, content restrictions, and environmental impact considerations can limit expansion opportunities and increase compliance costs. Different regions within Spain maintain varying regulatory frameworks, creating complexity for national advertising campaigns and market standardization efforts.

High capital investment requirements for digital infrastructure development pose barriers for smaller market participants and limit the pace of technology adoption. Installation costs for premium digital displays, particularly in prime urban locations, require substantial financial commitments that may not be feasible for all market players. Maintenance expenses and technology upgrade cycles add ongoing operational costs that impact profitability margins.

Economic uncertainty and fluctuating advertising budgets can create volatility in market demand, particularly during periods of economic stress or industry-specific challenges. Competition from digital media channels, including social media platforms and streaming services, continues to compete for advertiser attention and budget allocation. The challenge of measuring ROI for outdoor advertising campaigns, despite technological improvements, remains a concern for some advertisers seeking precise performance metrics.

Environmental concerns and sustainability requirements may restrict certain types of advertising installations or require additional investments in eco-friendly technologies. Public perception regarding outdoor advertising density and visual pollution can influence regulatory decisions and community acceptance of new installations.

Market Opportunities

Programmatic advertising expansion represents a significant growth opportunity for Spain’s OOH and DOOH market. Automated buying platforms are still in relatively early adoption phases, suggesting substantial potential for market penetration and revenue growth. The integration of real-time bidding technologies with outdoor advertising inventory could revolutionize campaign planning and execution efficiency.

Smart city initiatives across Spanish municipalities create opportunities for innovative advertising solutions that integrate with urban infrastructure and public services. IoT connectivity and sensor integration enable more sophisticated audience measurement and environmental responsiveness in advertising displays. The development of 5G networks opens possibilities for enhanced interactive advertising experiences and real-time content optimization.

Cross-channel integration opportunities with mobile advertising, social media campaigns, and e-commerce platforms offer potential for creating more comprehensive and effective marketing strategies. Data analytics advancement enables better audience insights and campaign optimization, increasing the value proposition for advertisers seeking measurable outcomes. The growing importance of location-based marketing aligns perfectly with outdoor advertising capabilities.

International expansion opportunities exist for Spanish OOH and DOOH companies to leverage their expertise in other European and Latin American markets. Sustainability-focused solutions present opportunities for market differentiation and alignment with corporate environmental responsibility initiatives. The integration of augmented reality and interactive technologies could create new advertising formats and enhanced consumer engagement opportunities.

Market Dynamics

Competitive intensity in Spain’s OOH and DOOH market continues to drive innovation and service quality improvements. Market consolidation trends have created larger, more capable organizations with enhanced technology resources and broader geographic coverage. The balance between traditional advertising formats and digital solutions reflects evolving advertiser preferences and budget allocation strategies.

Technology adoption cycles significantly influence market dynamics, with early adopters gaining competitive advantages through enhanced targeting capabilities and operational efficiency. Consumer mobility patterns and urban development trends directly impact the effectiveness and value of different advertising locations and formats. The integration of audience measurement technologies has improved the accountability and performance tracking capabilities of outdoor advertising campaigns.

Seasonal variations in advertising demand, particularly related to tourism patterns and retail cycles, create predictable fluctuations in market activity and revenue generation. Economic sensitivity remains a characteristic of the market, with advertising spending closely correlated to broader economic conditions and business confidence levels. The emergence of programmatic buying has introduced new dynamics in pricing, inventory management, and campaign optimization processes.

Partnership strategies between technology providers, media owners, and advertising agencies have become increasingly important for delivering comprehensive solutions and maintaining competitive positioning. The growing emphasis on data privacy and consumer protection regulations influences technology implementation and audience targeting strategies across the market.

Research Methodology

Comprehensive market analysis for Spain’s OOH and DOOH market employs multiple research methodologies to ensure accuracy and reliability of insights. Primary research includes extensive interviews with industry executives, advertising agencies, technology providers, and media owners across different Spanish regions. Survey methodologies capture quantitative data regarding market trends, spending patterns, and technology adoption rates from key market participants.

Secondary research incorporates analysis of industry reports, regulatory filings, company financial statements, and trade association data to provide comprehensive market context. Market observation techniques include monitoring of advertising campaigns, technology deployments, and competitive activities across major Spanish cities. Data triangulation methods ensure consistency and accuracy of findings across different information sources.

Quantitative analysis employs statistical modeling techniques to project market trends, growth rates, and segment performance indicators. Qualitative assessment provides deeper insights into market dynamics, competitive strategies, and emerging opportunities through expert interviews and industry analysis. Regional analysis methodology accounts for geographic variations in market conditions, regulatory environments, and consumer behaviors across different Spanish territories.

Validation processes include cross-referencing findings with industry experts and conducting follow-up research to confirm key insights and projections. Continuous monitoring of market developments ensures research findings remain current and relevant to evolving market conditions and industry trends.

Regional Analysis

Madrid metropolitan area dominates Spain’s OOH and DOOH market, representing approximately 35% of total market activity due to its concentration of corporate headquarters, high population density, and significant commercial activity. Digital advertising adoption in Madrid leads national averages, with premium locations commanding substantial advertising investments from major brands. The region benefits from extensive transportation networks that provide diverse advertising placement opportunities.

Barcelona and Catalonia represent the second-largest regional market, accounting for roughly 25% of national advertising spending in outdoor media. Tourism activity and international business presence create unique opportunities for multilingual advertising campaigns and global brand exposure. The region demonstrates strong preference for innovative advertising formats and technology integration.

Valencia and surrounding areas show rapid growth in DOOH adoption, with local businesses increasingly investing in digital advertising solutions. Andalusia region, including cities like Seville and Malaga, benefits from tourism-driven advertising demand and growing retail sector investments. Northern regions including the Basque Country and Galicia demonstrate steady market development with focus on local and regional advertising campaigns.

Coastal areas experience seasonal variations in advertising activity, with peak demand during summer months corresponding to tourism seasons. Regional preferences for advertising content and formats reflect local cultural characteristics and consumer behaviors. The distribution of digital infrastructure varies significantly across regions, with urban areas showing higher concentration of advanced advertising technologies.

Competitive Landscape

Market leadership in Spain’s OOH and DOOH sector features a combination of international media companies and specialized local providers. The competitive environment emphasizes technology innovation, geographic coverage, and comprehensive service offerings to meet diverse advertiser requirements.

1. JCDecaux España – Leading international outdoor advertising company with extensive street furniture and transit advertising networks across major Spanish cities
2. Clear Channel España – Major player in billboard advertising and digital out-of-home solutions with strong presence in premium urban locations
3. Exterion Media – Specialized in transport advertising with comprehensive coverage of metro, bus, and airport advertising opportunities
4. Grupo Zeta – Spanish media company with significant outdoor advertising operations and local market expertise
5. Prisa Brand Solutions – Integrated media solutions provider offering cross-channel advertising including outdoor media capabilities
6. Ocean Outdoor – Premium digital billboard specialist focusing on high-impact advertising locations and innovative display technologies
7. Publicis Groupe España – Global advertising agency network with comprehensive outdoor advertising planning and execution capabilities

Competitive strategies focus on technology differentiation, audience measurement capabilities, and integrated campaign solutions that combine outdoor advertising with digital marketing channels. Partnership approaches between media owners and technology providers have become increasingly common to deliver advanced advertising solutions and enhanced campaign performance.

Segmentation

Format-based segmentation divides Spain’s OOH and DOOH market into distinct categories based on advertising medium and technology characteristics:

By Format Type:

• Traditional Billboards: Static advertising displays in high-traffic locations including highways, urban centers, and commercial districts
• Digital Billboards: LED and LCD displays offering dynamic content capabilities and real-time campaign management
• Transit Advertising: Advertising placements on public transportation including buses, metro systems, and train stations
• Street Furniture: Advertising integrated with urban infrastructure including bus stops, kiosks, and public information displays
• Retail Displays: In-store and point-of-sale digital advertising solutions in shopping centers and retail environments

By Technology Integration:

• Static Formats: Traditional advertising displays without digital capabilities or content modification features
• Digital Displays: Electronic advertising platforms with content management and scheduling capabilities
• Interactive Solutions: Touch-enabled displays and augmented reality advertising experiences
• Programmatic Platforms: Automated buying systems enabling real-time bidding and audience targeting

By Application Sector:

• Retail and Consumer Goods: Product promotion and brand awareness campaigns targeting consumer audiences
• Automotive: Vehicle advertising and dealership promotion campaigns in strategic locations
• Entertainment and Media: Movie, event, and content promotion campaigns across diverse formats
• Financial Services: Banking and insurance brand advertising in business districts and commercial areas

Category-wise Insights

Digital billboard category demonstrates the strongest growth trajectory within Spain’s OOH and DOOH market, driven by advertiser demand for flexible content management and enhanced targeting capabilities. Premium locations in Madrid and Barcelona command significant pricing premiums due to high visibility and audience reach. The integration of weather-responsive advertising and time-based content optimization has increased campaign effectiveness and advertiser satisfaction.

Transit advertising segment benefits from Spain’s extensive public transportation networks and high ridership levels in major cities. Metro advertising particularly shows strong performance due to captive audience attention and extended exposure times. The category has embraced digital transformation with increasing deployment of digital displays in stations and vehicles.

Street furniture advertising represents a stable and growing category with consistent demand from local businesses and national brands. Bus stop advertising remains particularly popular due to regular audience exposure and strategic urban placement. The integration of smart city technologies with street furniture creates opportunities for enhanced advertising functionality and audience engagement.

Retail display category shows rapid expansion as shopping centers and retail chains invest in digital advertising infrastructure to enhance customer experience and generate additional revenue streams. Point-of-sale advertising integration with mobile marketing campaigns has proven particularly effective for driving immediate consumer action and purchase decisions.

Key Benefits for Industry Participants and Stakeholders

Advertisers benefit from Spain’s OOH and DOOH market through enhanced brand visibility, precise audience targeting, and measurable campaign performance. Location-based targeting enables brands to reach consumers at optimal moments and locations, increasing the likelihood of engagement and conversion. The integration of digital technologies provides flexibility in campaign management and real-time optimization capabilities.

Media owners gain advantages through diversified revenue streams, improved inventory utilization, and enhanced advertiser relationships. Digital infrastructure investments enable premium pricing and attract larger advertising budgets from major brands. The ability to offer programmatic buying options increases market accessibility and operational efficiency.

Technology providers benefit from growing demand for advanced advertising solutions, audience measurement systems, and campaign management platforms. Innovation opportunities in areas such as artificial intelligence, augmented reality, and IoT integration create potential for market differentiation and revenue growth. Partnership opportunities with media owners and advertising agencies provide stable business relationships and recurring revenue streams.

Consumers experience more relevant and engaging advertising content through improved targeting and creative innovation. Interactive advertising formats provide entertainment value and useful information, enhancing the overall urban experience. The integration of mobile connectivity enables seamless interaction between outdoor advertising and personal devices.

Urban communities benefit from improved infrastructure, enhanced public information systems, and potential revenue generation for municipal services. Smart city integration creates opportunities for more efficient urban management and citizen services through connected advertising networks.

SWOT Analysis

Strengths:

• Strategic Geographic Position: Spain’s location provides access to both European and North African markets with diverse audience reach
• Tourism Industry Integration: Strong tourism sector creates consistent demand for international brand advertising and seasonal campaign opportunities
• Technology Adoption Leadership: Spanish cities demonstrate advanced digital infrastructure and early adoption of innovative advertising technologies
• Regulatory Stability: Established regulatory framework provides market predictability and investment security for industry participants
• Cultural Diversity: Regional variations create opportunities for localized advertising strategies and targeted campaign approaches

Weaknesses:

• Economic Sensitivity: Market performance closely tied to economic conditions and business confidence levels
• High Infrastructure Costs: Significant capital investment requirements for digital technology deployment and maintenance
• Regional Disparities: Uneven market development across different Spanish regions and urban areas
• Measurement Challenges: Ongoing difficulties in providing precise ROI measurement for outdoor advertising campaigns
• Competition from Digital Media: Increasing competition from online advertising platforms and social media channels

Opportunities:

• Programmatic Expansion: Significant potential for automated buying platform adoption and market penetration
• 5G Network Integration: Enhanced connectivity enables advanced advertising applications and interactive experiences
• Sustainability Focus: Growing demand for environmentally responsible advertising solutions and energy-efficient technologies
• Cross-Channel Integration: Opportunities for omnichannel marketing strategies combining outdoor and digital advertising
• International Expansion: Potential for Spanish companies to leverage expertise in global markets and similar economies

Threats:

• Regulatory Changes: Potential for restrictive regulations regarding outdoor advertising placement and content
• Economic Uncertainty: Vulnerability to economic downturns affecting advertising budgets and market demand
• Technology Disruption: Risk of emerging technologies making current advertising formats obsolete or less effective
• Privacy Concerns: Increasing focus on data protection and consumer privacy may limit targeting capabilities
• Environmental Regulations: Potential restrictions on energy consumption and environmental impact of advertising displays

Market Key Trends

Programmatic advertising adoption represents the most significant trend transforming Spain’s OOH and DOOH market. Automated buying platforms are revolutionizing campaign planning, execution, and optimization processes, enabling more precise audience targeting and real-time performance adjustments. The integration of artificial intelligence and machine learning technologies enhances campaign effectiveness and operational efficiency across the advertising ecosystem.

Mobile integration strategies have become essential for maximizing outdoor advertising impact and creating seamless cross-channel consumer experiences. QR code integration, near-field communication, and location-based mobile advertising create opportunities for immediate consumer engagement and measurable campaign outcomes. The convergence of outdoor and mobile advertising enables more comprehensive marketing strategies and enhanced audience insights.

Sustainability initiatives are gaining prominence as environmental considerations become increasingly important for advertisers and media owners. Energy-efficient display technologies, solar-powered installations, and environmentally responsible content strategies reflect growing corporate social responsibility commitments. MarkWide Research indicates that sustainability considerations influence approximately 45% of major advertising decisions in the Spanish market.

Interactive advertising formats continue to evolve with integration of augmented reality, touch interfaces, and voice activation technologies. Consumer engagement levels with interactive outdoor advertising show significantly higher performance compared to traditional static formats. The development of smart city infrastructure creates additional opportunities for innovative advertising applications and enhanced urban experiences.

Key Industry Developments

Technology partnerships between major media owners and innovative technology providers have accelerated the deployment of advanced advertising solutions across Spanish markets. Strategic acquisitions and joint ventures have consolidated market capabilities and enhanced service offerings for advertisers seeking comprehensive outdoor advertising solutions. The emergence of specialized DOOH platforms has created new competitive dynamics and expanded market opportunities.

Regulatory developments have provided clearer guidelines for digital advertising deployment while maintaining environmental and aesthetic considerations for urban development. Municipal partnerships with private advertising companies have created innovative funding models for public infrastructure improvements and smart city initiatives. The integration of public-private partnerships has expanded opportunities for comprehensive urban advertising networks.

International expansion activities by Spanish OOH and DOOH companies have demonstrated the global applicability of technologies and strategies developed in the domestic market. Cross-border partnerships with European and Latin American markets have created opportunities for knowledge sharing and technology transfer. The development of standardized platforms enables more efficient campaign management across multiple geographic markets.

Investment activities in digital infrastructure and technology platforms have accelerated market modernization and enhanced competitive capabilities. Venture capital interest in advertising technology startups has fostered innovation and created new market entrants with specialized capabilities. The focus on data analytics and audience measurement has attracted technology investments and partnership opportunities.

Analyst Suggestions

Strategic recommendations for market participants emphasize the importance of technology investment and programmatic advertising capabilities. Media owners should prioritize digital infrastructure development and audience measurement systems to meet evolving advertiser demands for accountability and performance optimization. The integration of data analytics platforms becomes essential for competitive positioning and premium pricing strategies.

Advertiser strategies should focus on cross-channel integration and location-based targeting to maximize outdoor advertising effectiveness. Campaign planning should incorporate mobile integration and real-time optimization capabilities to enhance consumer engagement and measurable outcomes. The adoption of programmatic buying platforms can improve efficiency and targeting precision while reducing operational complexity.

Technology providers should concentrate on developing solutions that address advertiser needs for measurement, targeting, and campaign optimization. Innovation focus areas include artificial intelligence, augmented reality, and IoT integration to create differentiated market offerings. Partnership strategies with media owners and advertising agencies provide opportunities for market penetration and revenue growth.

Market entry strategies for new participants should emphasize specialized capabilities, technology innovation, or geographic focus to compete effectively with established players. Investment priorities should balance technology development with market development activities to achieve sustainable growth and competitive positioning. MWR analysis suggests that successful market participants demonstrate strong capabilities in both technology innovation and customer relationship management.

Future Outlook

Growth projections for Spain’s OOH and DOOH market indicate continued expansion driven by digital transformation, programmatic advertising adoption, and enhanced measurement capabilities. Technology evolution will continue to drive market development with increasing integration of artificial intelligence, 5G connectivity, and interactive advertising formats. The market is expected to maintain steady growth momentum with digital formats gaining larger market share over traditional static advertising.

Programmatic advertising is projected to represent over 50% of digital outdoor advertising transactions within the next five years, fundamentally changing market dynamics and operational processes. Mobile integration will become standard practice for outdoor advertising campaigns, creating more comprehensive and measurable marketing strategies. The convergence of outdoor and digital advertising will continue to blur traditional media boundaries and create new opportunities for advertiser engagement.

Sustainability requirements will increasingly influence technology choices, installation practices, and operational procedures across the industry. Smart city development will create additional opportunities for innovative advertising applications and enhanced urban infrastructure integration. The focus on data-driven advertising will continue to drive investment in measurement technologies and analytics platforms.

International expansion opportunities will grow as Spanish companies leverage domestic market expertise in similar economic and cultural environments. Regulatory evolution will likely provide clearer frameworks for emerging technologies while maintaining environmental and community considerations. MarkWide Research projects that the integration of advanced technologies and programmatic capabilities will position Spain as a leading European market for outdoor advertising innovation and effectiveness.

Conclusion

Spain’s OOH and DOOH market represents a dynamic and rapidly evolving advertising ecosystem that successfully combines traditional outdoor advertising strengths with cutting-edge digital technologies. The market demonstrates strong growth potential driven by digital transformation, programmatic advertising adoption, and enhanced measurement capabilities that meet evolving advertiser demands for accountability and performance optimization.

Key success factors include strategic technology investments, comprehensive audience measurement systems, and integrated campaign solutions that combine outdoor advertising with mobile and digital marketing channels. The market benefits from Spain’s strategic geographic position, robust tourism industry, and advanced urban infrastructure that supports innovative advertising applications and enhanced consumer engagement opportunities.

Future market development will be characterized by continued digital adoption, programmatic advertising expansion, and sustainability-focused solutions that align with corporate environmental responsibility initiatives. The integration of artificial intelligence, 5G connectivity, and interactive technologies will create new opportunities for advertiser engagement and campaign effectiveness while maintaining the fundamental strengths of outdoor advertising in reaching consumers at optimal moments and locations throughout their daily activities.