Out-of-home (OOH) is used by the world’s most valuable brands for brand-building. However, with digital and programmatic capabilities, you’re adding in the ability to amend creative as conditions change, activating offers and targeting different audiences at different times of the day and in different locations.
Les Binet and Peter Field’s research showed that, for the best long-term results, the proportion of brand to activation messages should be 60:40. Indeed, brands such as eBay, Procter & Gamble, Adidasand more have recently shifted back towards this ratio, having previously heavily invested in online activation through search and last click attribution....