What we know about out-of-home effectiveness

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

The days when out-of-home (OOH) campaign delivery is expressed only in terms of the overall number of people passing the sites bought are rapidly receding. Even in markets where there is very little or no audience measurement capabilities, OOH cannot remain untouched by the digital revolution for long. High quality digital outdoor inventory is now available in many markets around the globe and continues to expand. At the same time the near ubiquity of mobile and smartphones has literally placed the means of interacting with outdoor media into millions of hands across the planet.


Out-of-home (OOH), or outdoor –...

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