We love a good trend and are therefore pleased to propose that outdoor advertising is about to become one. This oldest of media – likely dating back to cave paintings – is taking new life as digital signage and programmatic selling make it more targeted and profitable. Not convinced? Investment advisor Results International reports that two of the largest marcom industry deals in the first half of 2018 were in the outdoor sector, accounting for more than 10% of total dollar volume. Their own headline was the growing investment by private equity firms, which they said nearly doubled over the same period last year and accounted for one-quarter of the total volume. But everybody knows that one.