The convergence between physical spaces and digital services is gaining traction. Online retailers are opening offline stores. On a consumer level, everyone knows that the ubiquity of smartphones has huge benefits but there are drawbacks too. Brands are relearning that face to face customer service is the best customer service. Evernote is turning to post-it notes. In short, everyone is slowly realising that, in many scenarios, digital works best in combination with the real world.
Digital outdoor is an evolving media space, but for it to flourish brands need to think about making it contextual, scalable, flexible and sustainable.