Interactivity and Out-of-Home
Out-of-home has always functioned largely as a broadcast channel. Its metrics, oriented around "opportunities to see," signal a regard for the presence of audiences but not for their conscious involvement. The prevalence of pure-play formats (which lack editorial content or programming) and one-way transmission (from advertisers to audiences) means that it is uncommon for out-of-home communications to absorb audiences. Instead, emphasis is focused on the exogenous context – on audiences' patterns of movement, behaviors, and mindsets. It is natural for the efficacy of such a channel to be evaluated based largely upon the reach of messages rather...