OOH advertising faces its Icarus moment – here’s what it needs to do to avoid falling

The Greeks had a word for it – hubris. Acting as if with impunity, without limits. Invariably, such behaviour is punishable by the Gods; when Icarus thought he could fly, armed with wings of just paper and wax, he flew too close to the sun, and plummeted to his doom.
Digital media – the modern-day Icarus of our story – is at a pivotal moment. Plagued recently by challenges around quality, transparency and targeting compliance, brands and the wider industry are now beginning to