DOOH represents less than 1% of all OOH spending in France, according to Benoit Régent (Marketing Director of Posterscope), who was speaking at the Digital Media Conference at Viscom Paris.

The main reason being the lack of possibilities – only less than a dozen agencies have propositions that could interest an advertiser (on a national level).

Nevertheless, investment in DOOH is growing rapidly, with an estimated growth rate of 200% expected for 2010, helped along by the new Médiatransports network in the Paris underground.

Benoit concluded his presentation with a bet – that the paper format will continue to dominate for another 4 or 5 years before digital becomes a viable alternative. However, he also brought up two important issues that need to be addressed in order to assure this development: firstly, a quantum shift in the quality of content (“irrespective of the technology, whether it be interactive, augmented reality, mobile applications, DOOH, what matters most is the message, which has to benefit the advertiser”) and secondly, the availability of audience measurement tools.