As product and market development were important aspects of the growth of the DOOH industry, companies generally invested in some form of research and development.
EXP. Industry leader Daktronics invested 4% sales into product design and development, Barco. Toshiba, and Mitsubishi invested 10,6%, 5.7%, and of net sales respectively in 2009 on research and development
Such investments were considered necessary if firms expected to merely maintain their competitive position or sought to stay on the leading edge of the industry