Graeme HuttonUM, New York
The increasing mobility and fragmentation of US TV audiences makes out-of-home media vital in building awareness and influencing purchase consideration by pinpointing communities.
Imagine the era before integrated marketing communications became widely adopted across the advertising world. In almost every country, the classic consumer channel choice for media planners was a predetermined selection of up to six media: TV, digital, print, radio, outdoor and cinema.
In the USA, arguably because of its focus on broadcast media, the industry historically bracketed outdoor and cinema together under the umbrella title of out-of-home. Out-ofhome media...