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Digital out-of-home advertising is becoming increasingly integrated into the broader digital advertising market. With the rise of new payment and measurement tools, it can play a key role connecting e-commerce and online advertising.


  • Digital out-of-home advertising is uniquely positioned to connect the worlds of online advertising, e-commerce, and payments. Integration with online advertising will enable multimedia on- and offline campaigns, while creating data connecting the online and offline worlds.
  • The rise of payments technology such as mobile wallets and NFC will enable digital OOH installations to act as a new channel for e-commerce, while feeding back valuable data to online and offline advertisers.

Features and Benefits

  • Assesses the rise of digital out-of-home advertising and what it means for broader digital advertising market
  • Analyzes the potential for digital OOH to connect online advertising, e-commerce, and payments
  • Identify the most important areas to watch in the growing digital OOH advertising market.
  • Learn what opportunities the growth of digital out-of-home advertising will create for those outside the traditional OOH market.

Key questions answered

  • What impact will the rise of digital out-of-home advertising have on online advertisers?
  • Will new payments technologies make digital OOH an important sales channel for e-commerce?
  • Can digital advertising OOH produce and exploit the valuable user data that online advertisers are increasingly hungry for?
  • Where are the opportunities for outside players to exploit the growth of digital OOH advertising?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • DOOH is already a $9.7bn industry
  • The real value of DOOH remains untapped

Market dynamics

  • OOH faces ever-increasing competition
  • DOOH can play a role in e-commerce

Market outlook

  • “Missing links” in technology and business models remain
  • DOOH must engage with Internet advertising


  • Methodology
  • Further reading
  • Author

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