INTRODUCTION
There is little doubt that the increasing importance of digital sites in the OOH market offers exciting opportunities for advertisers. Although, for the full advantages of this medium to be realised advertisers must avoid the temptation to get carried away and temper their enthusiasm with common sense to advertising fundamentals such as campaign objectives, cost efficiencies and campaign reach.
As media owners invest ever more into this lucrative side of their business they are understandably keen for digital sites to be commonplace on our streets and media schedules. The automated trading platform launched by Clear Channel in March and...