I have been practicing OOH media for last 2 years, and after having spent considerable time in different media forms (Print/Internet/DM), I am ariving at some strong convictions about where this medium is headed for.
I think this is one of the few mediums which do not have any content, and hence have a very limited stickiness. It this medium has to click, we need content to be woven around it. which is where we have seem emergence of medium like mall activation, 3-d , hologram innovation, which are a step nearer to creating content.
Someone who pioneers marrying content with OOH is going to rule, and will be the thought leaders in this 1000 crore industry.