Formulating Value in Digital Out-of-Home

This report discusses the difficulty in determining and communicating the value of digital out of home advertising, and proposed three dimensions through which to assess value.

Formulating Value in Digital Out-of-Home

Out-of-home media produce value for advertisers by addressing people as they move through the world. Reaching diverse audiences in a vast spectrum of environments, they are a uniquely powerful and versatile communicational tool. However, this rich complexity can appear confounding to both those who create out-of-home media (i.e. media owners) and those who communicate through them (i.e. advertisers).

Media owners, in particular, are faced with a multitude of choices as to how best to create media value. The use of digital displays further contributes to this complexity, offering new ways to communicate with audiences while...

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