Although many of the traditional media channels are losing share at the expense of digital, OOH advertising share has been increasing and is expected to continue on that upward trajectory for the next few years. Why? The key reason is the growth of urban populations. More city dwellers and public transportation commuters equals more opportunities to reach consumers via virtually unavoidable formats (aka train riders would rather stare at an ad for a research study rather than risk eye contact with another passenger after a long day at work). Additionally, the channel has adapted to the changing landscape by incorporating new technologies to follow the user experience and digitizing formats to provide greater creative flexibility. Below are some of the key trends to be aware of in the coming years.

Digital formats will continue to expand. Digital boards grew 14% in the past 5 years and show no signs of slowing down.
Advertisers are becoming increasingly creative. OOH is adopting some of the same principles digital has used as it relates to high impact formats. Augmented reality and motion sensors are a couple of ways brands have amplified their presence.
Brands are making OOH more interactive. Leveraging functionality such as facial recognition or gamification allows consumers to engage with the brand via OOH formats.
Emergence of more niche vendors targeting specific audiences or locations in non-traditional ways