On the threshold of change: Part 3 - Targeting, measurement and trading

The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measurable and flexible.
Kinetic's Future of Out of Home project focuses on how change can be clearly and successfully implemented by the industry, but also outlines how client, consumer and commercial needs will test the resolve and the creativity of the industry as it adapts to change. The third part of the report warns that the full potential of Digital OOH will only be unlocked if digital technology is used and traded in a way that adds significant value to the consumer experience and to the level of engagement delivered to advertisers. Possibilities for this development can come from the changing requirements of...

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