What we know about out of home audiences

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Often regarded as the oldest advertising medium, Out of Home (OOH) has undergone a major transformation in many markets around the globe as newer digital formats continue to spread and evolve. At the same time the growing and increasingly urbanised global population means that the outdoor audience continues to expand. Being able to measure, analyse, and understand the audience of this increasingly varied and complex medium has never been more important. Moving from counting panels or traffic to measuring people and interactions is not easy and the current ability to do so varies enormously from market to market.

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