Media Planning Toolkit: Planning out-of-home

This article explores some of the issues when planning for out of home, including changing formats, broad audience reach and measuring effectiveness.

Media Planning Toolkit: Planning out-of-home

Tony ReganBrand Performance

Out-of-home advertising can be described as 'the last broadcast medium' targeting people on the move. Sophisticated planning of the medium requires customer mapping to create geo-targeted, time-sensitive campaigns that build on other media activities.

While out-of-home is often cited as the world's oldest and original advertising medium, OOH advertising is thriving in the digital 21st century. Specialist planners of OOH media say 'there's been more change in the past five years than in the previous 50'.

Not all advances are digital, but largely the reinvention of the medium has been catalysed...

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