Stephen Whyte, Posterscope’s Global President says while digital out of home continues to grow locally and internationally, the industry “still has work to do” in proving its value.

Stepen has headed up global operations for DAN’s specialist out of home agency since 2015, prior to that he had been European CEO of Acxiom, as well as headed up operations of McCann and Leo Burnett. While the conversion rate of ‘static’ OOH sites continues to ramp up both here in Australia and internationally, he further emphasis needs to be placed on “advanced measurement and verification methods”.

“Different markets are demanding digital at different rates. The more sophisticated markets, Australia included, are chomping at the bit for it, however it needs to be able to show effectiveness through the right verification methods,” Whyte told AdNews.

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