Out-of-Home (OOH) advertising has come a long way since its inception. Years ago, static, paper-backed, or permed-painted billboards were the norm. Billboards were not sexy or fancy, but they were an effective medium to communicate branding, action, or direction to generate consumer response. Today, the industry is experiencing a period of rapid change and innovation. With the rise of digital technologies, advertisers are able to reach customers in new and innovative ways, while at the same time maintaining the effectiveness of traditional OOH advertising.