I’ve worked on this in London recently, presenting my working concept (and months of data in tableau by location behind it) at a few events. The industry is a few years off it, particularly the physical tech, which would require digital screens to be hooked up to an ad server of sorts (that doesn’t really exist programmatically either) and then serving custom ad formats (non IAB format) in real-time (taking in variable factors that could effect the demographic and/or volume of eyeballs). Measurement of the eyeballs and said demographic is the gap, though that’s more than currently exists in the Out of home market right now(nothing!).It has legs, you just need serious commitment from an owner of inventory (physical boards), which are controlled by 3 or 4 organisations.
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