With the increasing complexity around online adver tising, coupled with the premium pricing charged for ad blockers, marketing and adver tising companies are looking for alternative solutions that will enable them to display their adver tisements or messages. This presents the DOOH market with a lucrative oppor tunity, which may boost its adoption over the forecast period. According to the Outdoor Adver tising Association of America (OAAA), in 2018, the top spenders, in terms of OOH, included Geico, Netflix, Google, American Express, Apple, McDonalds, Metro by T-Mobile, Amazon, M&Ms, Chevrolet, Facebook, and Universal Pictures, among others, with Apple and McDonalds retaining their top spots. The mobile location marketing is gaining traction, as it enables billboard owners to offer more informed choices regarding ad placements to the companies wanting to place the ad. This is expected to increase the adoption of DOOH over the forecast period

Biometrics have rapidly established itself as the most per tinent means of identifying and authenticating individuals in a reliable and fast way, using unique biological characteristics. The global biometrics market is increasing at a rapid pace owing to the need to combat the rising security challenges. Fingerprint, facial recognition, eye/iris recognition, and voice recognition are being used to authenticate the consumers today. The increasing connectivity and digitization have increased customer interactions with devices and services, which is further demanding identity authentication for access. The increasing awareness of the need for sophisticated biometric security, widening the scope of applications of biometrics technology in consumer electronics, to improve customer experiences, and technological advancements are expected to drive the growth of the market over the forecast period. Rising demand for ease and convenience, availability, and reachability of biometrics is expected to create opportunities for the market fur ther. According to the findings of a survey commissioned by VISA, consumers are ready to leave the password behind. 70% of consumers believe that biometrics are always more comfor table as they do not involve memorizing passwords. More than 65% of consumers are already familiar with biometrics, while 86% are interested in using biometrics to verify the identity or to make payments. The rapid proliferation of the internet and the growth of mobile devices has led to increased payments through mobile. This mode of payment is anticipated to experience significant growth over the next few years.