A shift in budgets to digital advertising, improved campaign analysis and a growing focus on measurement and evaluation are expected to be the main reasons for higher digital out-of-home (DOOH) investment in the future, according to research from DOOH company Alfi.
In a survey of senior advertising professionals, two-thirds (66%) said DOOH advertising spend will grow in the future as a result of a more general shift towards digital advertising. As well as this, at least three-fifths said advances in campaign analysis (62%) and a growing focus on evaluating advertising (60%) will be a reason for higher investment.
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