Eccleshare accused the creative industries of transferring television creative work to digital outdoor sites too readily and without thinking about the scope to digital outdoor sites and their possibilities.
He said: "It is true to say the world as a whole has not fully exploited what the outdoor digital world can do.
"It is not about putting a 30 second commercial on a huge poster site with the noise turned down in the hope that this is a great piece of communications."
He said the worst thing for a media owner is to see their medium misused or used to its full capacity, while the best thing is to see their product taken to new levels.
He said: "By the end of this decade all outdoor advertising will be digital. The question is how do we get from here to there? It is going to take investment from media owners, but will also need the advertising community to see it as part of the norm."
During the presentation the assembled audience was shown examples from brands including Nokia and Aviva which, Eccleshare said, have started to realise the capabilities of digital outdoor.
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