“OOH is in an enviable position as a media channel because it is not disrupted by digital, but
rather enhanced by it. OOH provides a working model of how traditional media and digital
media are rapidly blurring into one and the same thing: we could call it Tradigital. This makes
OOH very complementary to other media channels because it engages consumers when they
are in a receptive frame of mind, welcoming the advertising message rather than skipping,
blocking, streaming or fast-forwarding.”
MARK RITSON | ADJUNCT PROFESSOR, MELBOURNE BUSINESS SCHOOL
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