This is according to a study of just over 200 executives from media agencies and the outdoor specialists sector, commissioned by DOOH media owner Ocean.

According to the results, 86% of respondents identified DOOH as having the biggest growth potential in that five year period. This placed it ahead of mobile ( 67%) and video on demand ( 61%), as well as every other media channel. 

The medium scored higher than other media channels for offering dynamic ( 83%), exciting ( 69%), modern ( 82%) and versatile ( 67%) advertising environments. 

Cost and flexibility were highlighted as issues to be addressed.

“DOOH needs to educate and prove to the industry it is audience, content and cost driven, “ said Richard Malton, Ocean marketing group director.

“Automated planning and trading environments like Signature’s The Loop is a significant step towards achieving the necessary transparency and flexibility.”