From digital dogs following people around shopping centres, to weather-sensitive campaigns, data is allowing out-of-home media to target consumers like never before.

But how are advertisers actually coping with the vast amounts of consumer data available to them?

Newsline caught up with Exterion Media's UK managing director, Jason Cotterrell, to hear how data is impacting the way his business runs and why it's becoming an increasingly powerful tool for OOH.

In the short video interview above, Cotterrell discusses data obstacles, the importance of finding the right talent, and whether science and art are truly ready to tie the knot.