Today, a lot of the digital infrastructure is passive rather than dynamic. If you pass a digital sign on the highway you’ll see roughly eight flips. So every 8 seconds, a different static ad comes up. These ads are not dynamically connected so live content can be pushed through.

5G allows us to make more snap decisions as opposed to planning them well in advance.

Let’s say a Yankees game ends early. We can push more ads at that time because we know the audience will be commuting on that particular subway line or highway.

I think as OOH evolves from a side-of-the-highway kind of industry to a technology-enabled communications network that happens to have advertising as one of its revenue components, it changes the game and brings us into a completely different realm of being. You can't think of us as advertisers on the side of a highway anymore. 5G enables a faster transition to that future and gives us capabilities that we didn't have prior.