2017: The Year Yield Optimization Comes of Age in Digital Out-of-Home

We are seeing the digitization of out-of-home advertising occurring at a feverish clip. This is fomenting wider and more precise use of targeting, addressability, location data, visual detection data, video display, interactivity and attribution, programmatic and more (see our December 15, 2016 column).  And this, of course, is leading to unprecedented double digit ad revenue growth projected for 2017. But possibly the single biggest development of 2017 -- and certainly one of the most exciting -- will be the use of location-based screens to take yield optimization to a whole new level.