During the conference on DOOH V.2.0 at Viscom Paris this week, Albert Asseraf, Development Director at JCDecaux France, announced that they will be installing touch-screens at bus-shelters in an area of Paris known as the ‘Digital District’ – a Parisian equivalent of ‘Silicon Valley’. The French group is already testing inter-active bus shelters [fr] in the same part of town.

Albert Asseraf also discussed the ad-funded business model of digital signage, saying that there were very few examples of profitable networks at the moment, although the recent sharp drop in screen prices has made this more feasible.

Questioned about the future of outdoor advertising over the next 5 years, he remained prudent, since the constant introduction of new technologies makes such predictions complicated. However, one thing is sure: the poster business, which represents the majority of JCDecaux’s sites will continue to be largely dominant.