Digital OOH: faster growth, more moving parts

A digital billboard, digital transit display and venue screen can all use digital delivery while retaining different physical contexts and measurement inputs.

Lamar says its digital billboards rotate advertisements approximately every six to eight seconds. A buyer still needs the loop length, number of advertisers, schedule and proof-of-play rules to understand delivery.

A logged play is not an impression. Exposure and attribution depend on where the display sits, when the creative ran and how the relevant audience was modeled.