Increase DOOH networks screens to 1mn: Sir Martin Sorrell

Digital OOH is addressing the quality concerns that were associated with OOH in the past. Stating this in a discussion with Brian Braiker, Editor, Ad Age at the Digital Place-based Advertising Association’s (DPAA) Video Everywhere Summit 2019 held at the Sheraton Times Square, New York, Sir Martin Sorrell, Executive Chairman, S4 Capital said it is imperative for the DOOH networks which together have some 250,000 screens globally to increase the number to 500,000 – 1 million screens.

Sir Martin pointed out that while the IPG growth estimates for OOH is pegged at 6%, digital OOH is forecasted to grow at 20%. Commenting on the overall media scenario that is increasingly dominated by giants like facebook, Google and the like that have direct contact with the clients, he urged the OOH industry to take firm steps to educate their clients about the DOOH propositions.

Sir Martin said in the media space, the competitiveness would hinge on being “faster, better, cheaper”. The media had to be faster by being more agile, better by having a fundamental understanding of the impact of technology, and cheaper by driving efficiency.

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