Formulating Value in Digital Out-of-Home
Out-of-home media produce value for advertisers by addressing people as they move through the world. Reaching diverse audiences in a vast spectrum of environments, they are a uniquely powerful and versatile communicational tool. However, this rich complexity can appear confounding to both those who create out-of-home media (i.e. media owners) and those who communicate through them (i.e. advertisers).
Media owners, in particular, are faced with a multitude of choices as to how best to create media value. The use of digital displays further contributes to this complexity, offering new ways to communicate with audiences while...