MEDIA: Comment - Investments from all sides needed to grow OOH potential

Out-of-home media (OOH) business is growing again, after a relatively slow performance in 2003. We can expect to see some positive momentum this year. But OOH cannot expect to account for more share of ad budgets unless there are deliberate efforts made to support increased use of the medium. If we all keep doing the same things as communication strategists, as media planners and buyers, how can we expect change? Several important elements are needed for OOH to grow in 2004: