Naren Patel, CEO, Primesight, UK, discussed ‘How digital technologies, automation are driving OOH growth’ at the 13th edition of Outdoor Advertising Convention (OAC), 2017. At the session Patel raised a vital question that whether DOOH is growth or cannibalization? The facts like impact, flexibility and effectiveness in this context are discussed by him.

The session threw light on transition from traditional to digital media. Patel says, “Digital is being used to amplify billboards and through digital media which is a smarter way data collection can be done in a more organized manner which will make advertising more effective. OOH and smartphone is a powerful combination for brands. Isolating the exposure of OOH is mandatory.”

Hence, the convergence of digital and traditional is the future.