At the beginning of the new year, interesting forecasts about trends in media and marketing traditionally appear.
The clear division between digital and traditional media is increasingly blurring, and outdoor is a medium where this is perfectly visible.

A report on global trends for 2016 in the technology, media and telecommunications industries was prepared by Deloitte ("Global TMT Predictions 2016) Millward Brown presented a forecast
"Digital & Media Predictions 2016. Marketing, Technology and the Evolving Media Mix" available
(in English) on the website millward.com
Ericsson looked at the future from the consumers' perspective, because it was recognized that what connects all trends is different ways of communication, interaction between us – consumers.

Will 2016 see an impulse for the development of modern digital OOH (DOOH) advertising networks,
which with the high supply of traditional media has been unprofitable for outdoor advertising companies so far? We have been observing such a trend for several years, for example in the USA and Western Europe.

For the portal nowymarketing.pl I prepared an article in which I present trends in outdoor advertising - according to Nick Halas, head of futures, i.e. a specialist in future technologies at Posterscope.
Almost all of them concern new technologies: optimization in data usage, new consumer behaviors, audience engagement...Very interesting things may happen soon in our public space, which will truly become a space for communication.

Nick Halas also points out that today it's not just the product that counts, but also the brand and the values
that go with it. Advertising should serve not only the advertiser, but above all be a carrier of values important to the recipient and positively influence the community.

Responsibility in advertising? A very interesting trend.

Both digitally and analogously - very interesting times are coming for outdoor advertising – I wish all fans of this medium, clients, media houses, advertising agencies and competitors many new inspirations
and interesting ideas in the New Year!