The key points were:

1. Digital outdoor is a real growth area – projected growth in the UK £29.6m in 2006 to £86.7m 2. Five years from now 80% of all media will be digital 3. Turn media plans upside down so that the digital is always at the top ;) 4. Imagine digital is the only media you can use and build your plan around it 5. Make sure you understand what you want it to deliver 6. Ask why should you use it 7. Ask if it can replace other formats 8. Don’t just repurpose TV ads, think about how best to engage the audience 9. It doesn’t have to be interactive just because it can be

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