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...