IAB UK: “Digital Out-of-Home will account for three-quarters of UK OOH Ad Spend by 2031” (New Digital Age)

New Digital Age spoke with Elizabeth Lane, Head of Insight at IAB UK: We’re predicting that digital, as a proportion of all out of home, will reach 76% by 2031. That’s double what it was 10 years ago. Programmatic is on the rise too, and we think it will make up a quarter of the market in the next five years. […]