There should be regular monitoring of outdoor advertising. There should be suitable rules for maintaining an aesthetic landscape. There should be well-defined and stringent application of these rules. Professional companies must be encouraged, rather than fly-by-night operators.

The formats of the future are Digital OOH and programmatic OOH (DOOH and pDOOH). Outdoors have symbiotic relationship with digital advertising. If OOH increased its efficiency, there is going to be good digital advertising. Outdoor, being in the public domain, helps in more clicks on the digital medium.

There will be greater penetration of outdoor in smaller markets.

There are many challenges. There is lack of unified system of measurement of the effectiveness of the outdoors. There is no specific formula to calculate the RoI. DOOH enables tracking, and thus gives hope.

OOH is changing, and works better than the conventional medium. There is increased traffic, visibility and personalisation. It makes the medium attractive. Content in digital outdoor can be monitored in real time.