Understanding Out of Home Audiences

This article explores the different ways out of home media can be used as part of the marketing mix, and explains how digital is improving its effectiveness and changing how it can be used.

Understanding Out of Home Audiences

Andrew Green Ipsos MediaCT

Go to: EXECUTIVE SUMMARY

Go to: ESSENTIALS

Go to: WHERE TO START?

Go to: FUTURE DEVELOPMENT

Go to: CONCLUSION

Go to: REFERENCES & FURTHER READING

EXECUTIVE SUMMARY

Measurement and understanding of Out of Home audiences has improved markedly in recent years, helping the medium in its battle for marketing dollars.

More than US$38 billion will be spent on Out of Home advertising worldwide in 2015, according to ZenithOptimedia (April 2014) – around 7% of major media adspend globally. Digital Out of Home advertising expenditure, according to PQ Media1...

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