Zane’s verdict

Potential for scale:

OOH in malls, cinemas, business centres, adshel, bus backs have great potential to scale.

Potential for targeting:

Based on traffic counts and weather API, brands can target users across peak traffic hours and weather conditions.

Likelihood of becoming mainstream:

Better revenue for OOH media providers. But do passengers really look up at billboards or look down at their phones. Gamification and eye tracking on OOH units is something that might get mainstream traction in the future.

Final score: