National networks of connected digital screens are growing. There is increasing experimentation with interactive technology, an increase in the use of smartphones and tablets and digitisation and synchronisation of all media.
The opportunity to combine new technologies with the visual impact posters have always delivered with interactivity is becoming a more established part of the OOH.
Opportunities are there to be exploited with perfect examples coming from Lynx "angels" augmented reality campaign which led the way for larger-scale use of interactive creative.
The strides made by linking campaigns with social media and location-based communications means that OOH has become a relevant and connected means of communication which has the ability to impact consumers on a personal level and on a daily basis.
Considering the above and the extra visitor numbers brought to the UK by the Olympics 2012, the signs are that 2012 will be a definitive year for out-of-home media in the UK.
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