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...