Out-of-home ( OOH ) is no longer just a complementary medium. It has moved to the centre of all advertising. Some outdoor messages go viral on social media. That shows its effectiveness. There are more people on the go . The rest of the media has fragmented. That makes outdoor important. The size of the OOH business world wide is $ 45 billion. Kinetic Worldwide is an OOH company under WPP umbrella. It has 10 per cent share in the worldwide out-of-home business. New things are coming in OOH. There is drone advertising, and Drone Cast, a Philadelphia-based company, specializes in it. Billboards images make sounds, and music comes through your phone. In air ports, there is dynamic placing by combining the ad with aviation data. If the flight is coming from China, the ads are in Chinese. There is going to be an explosion in digital OOH. Digital agencies can partner with real estate agencies to monetize a place.