• by Gavin O'Malley , Staff Writer @mp_gavin, April 14, 2011

In digital out-of-home, there’s presently $20 billion in unsold inventory. So says Jason Kates, Chief Executive Officer of analytics firm rVue. Why is so much money being left on the table? For the most part, market inefficiencies and a general misunderstanding of DOOH-related initiatives on the part of agencies. (A member of the audience added that lack of demand remains a big issue.) Kates, for his part, sees this all as a huge opportunity for DOOH providers, agencies and brands. Exactly how Kates arrived at the $20 billion figure, he didn't say.