According to a study of the future of poster advertising in the UK by media agency Kinetic Worldwide, digital out of home (DooH) media will increase its market share as a result of digital technology in the next 10 years. Consumers will also become accustomed to interacting with large numbers of smart posters.

It also predicts DooH’s total share of media will rise from £880m (2010) to £1.15bn by 2020. Digital revenues will reach almost £260m accounting for approximately 23 per cent of total out of home spend.

Kinetic has analysed industry data, consulted media and advertising experts and carried out new research to draw a series of conclusions including:

More than 100,000 digital posters will be visible in 30 major cities across the country, large numbers of ‘smart’ posters will be able to recognise whether you are male or female, your age, and even whether you are happy or sad will appear over the next five years.