Mark Bracey on his top 5 technologies transforming the OOH industry

The OOH industry is evolving at a pace few could have imagined even a decade ago. What was once a medium defined by its physicality and scale is now being reimagined through data, automation, and intelligent connectivity. Yet, for many traditional media owners, technology can seem like a disruption to the tried-and-tested way of doing business. 

Mark Bracey believes the opposite is true, that technology enhances the human, creative, and relational essence of OOH. “For traditional media owners, embracing these technologies is not about replacing what works, it’s about amplifying it,” he says. “The fundamentals of OOH, creative impact, location power, and real-world reach, remain timeless. What’s changed is the ability to manage, measure, and monetise those assets with precision and insight.” 

Here are his top five technology picks that can help traditional OOH businesses scale effectively.

1.Audience Data and Measurement

“The media owners who understand their audiences will lead the future of OOH.” 

Data has become the backbone of success in OOH. While traditional formats continue to deliver visibility and reach, advertisers today expect accountability and measurable outcomes. Integrating audience analytics tools such as AdMobilize or Quividi allows media owners to gather privacy-safe insights about who sees their sites, when, and how often. 

These AI-driven systems transform real-world behaviour into actionable intelligence, giving media owners the power to plan, price, and prove campaigns with confidence. When connected to an ad management platform, this data becomes a complete planning and reporting engine, optimising every decision from placement to pricing.

2.Unified Ad Management Platforms

“Efficiency is the key to scale , and integration is how you get there.” 

Managing sales, scheduling, billing, and analytics across multiple disconnected tools slows down growth. The future belongs to unified ad management systems that bring every workflow, from proposal to proof of play, under one digital roof. 

Platforms like DoohClick, built by and for OOH professionals, streamline the campaign lifecycle for both static and digital media. The result? Fewer errors, faster turnaround times, and better visibility across operations. For media owners, this isn’t just about saving time, it’s about building the infrastructure for sustainable and scalable growth. 

3.The Right Images Sell OOH Better

“Be best in class when it comes to promoting your sites.” 

In a competitive OOH market, strong visuals remain one of the most persuasive selling tools. High-quality photography and video content help media owners showcase their sites at their best, in action, with dynamic creative live, and in real-world settings that show true scale and impact. 

Equally, post-campaign documentation matters. Producing reports with powerful visuals that highlight audience engagement, reach, and brand visibility helps clients see the value of OOH. As Mark notes, “Make your clients the heroes of your story , and use your sites to make their brands famous.”

4.Verification and Transparency

“Trust is built on transparency , and technology is how you prove it.” 

As advertisers demand greater accountability, third-party verification has become critical to OOH credibility. Platforms like Veridooh and Seedooh independently verify campaign delivery data, ensuring that what was promised is what was displayed. 

When these tools integrate with ad management systems, agencies and brands gain real-time access to campaign proof , reinforcing trust, transparency, and reliability. For media owners, this not only builds stronger relationships but also reduces manual reporting time and increases repeat business.

5.Cloud Infrastructure and API Connectivity

“The strongest OOH operations are built on flexible, future-ready foundations.” 

Behind every high-performing OOH network lies a robust and scalable digital backbone. Shifting to cloud-based environments such as Microsoft Azure or AWS ensures reliability, security, and seamless data management. 

API-driven architecture further strengthens this foundation, connecting content management systems, verification tools, and finance platforms. This modular, interoperable approach allows media owners to evolve their systems without costly rebuilds , future-proofing their operations in an ever-changing technological landscape. 

The Path Forward 

“Technology isn’t changing OOH, it’s unlocking its full potential.” 

The evolution of OOH is not about abandoning its physical strengths but enhancing them through intelligent systems. Traditional media owners who adopt these tools are finding new ways to grow , automating operations, using data to drive decisions, and unlocking new revenue streams. 

At DoohClick, Mark and his team are witnessing this transformation firsthand: classic media owners scaling smarter with data-led insights, unified operations, and transparent reporting. The future, he says, belongs to those who combine experience with innovation, those who see technology not as disruption, but as opportunity.