Outdoor Advertising, la cuarta pantalla?

Outdoor advertising wants to hold his position even in this difficult period and it could become la cuarta pantalla: this is the strong message that came out from the XVIII Jornadas de Publicidad Exterior in Estepona at the end of march. The event, organized by the Spanish Association of Outdoor Advertising has focused the attention on the new technologies and how they are changing this medium.
Investments in outdoor advertising is on the decrease but less than other media (as television and press). In fact we have not to forget the advantages of outdoor adv: the high coverage for a lower investment (compared to other media), the role of new technologies that can enrich the outdoor, because the digitalization could transform it in the fourth screen. Moreover is the only medium that do not suffer by audience fragmentation.
Obviously this is not enough in this particular moment but it is a good starting point. The main difficulty to face is the "ignorance" of the planners, that don't include outdoor adv in their strategies.
So now it is important to rethink the business model, taking the opportunities offered by new technologies for innovating and drawing the attention, even because it is fundamental to know very well not only the medium but also the customer.