By  Scott Brown

If you seek confirmation and corroboration for all the assertions that Digital OOH is the future of outdoor advertising nay all advertising, then these points will help make up your mind.

The OOH advertising space is growing at a tremendous pace because of infrastructural development and rapid urbanization. Urban locations are becoming “smart” and the backwaters are now becoming urbanized.

The worldwide OOH advertising revenue growth at a CAGR of 4.6% will deliver a figure of US $45.37 billion by the end of 2019. Countries with rapid development and ambitious infrastructural development projects like China and Brazil will contribute the most to OOH. The interesting thing is that just as with countries where OOH advertising has matured and the time is ripe for DOOH, even in these new urban economies, DOOH will quickly establish itself.

By 2019, revenue from DOOH will touch $18.4 billion, nearly double of what it was in 2014 – $9.71 billion. Interestingly, in markets where OOH has reached a high degree of saturation it will decline and the growth in outdoor advertising will be driven by DOOH. In the U.K, OOH advertising revenue will fall at the rate of 6.3% per annum.

The initial thrust for the mainstreaming of DOOH is happening in the big cities where over the next few years DOOH will overtake physical OOH in terms of revenue generation. For example, by 2019, London will lead the growth of DOOH in the U.K and digital OOH will account for 53.7% of the total OOH revenue.

DOOH ads near points of sale will be driven to a large extent by interactivity. By 2019, there will be nearly 4 billion smartphone connections and DOOH can communicate with these devices through NFC to serve targeted ads. VODXS is one of the best ways in which DOOH can reach out to a targeted audience. Smart faucets with screens can even support interactive DOOH and cull information from devices that can be reached through NFC.

OOH is one form of advertising that is actually benefiting from digitization. Print ads have been impacted and over the next five years, the worldwide revenue of newspaper ads is set to go down at a CAGR of 1%. With digital panels, advertisers can display multiple ads over the same space and earn more revenue.