Mobile data revolutionises out-of-home measurement

This event report outlines how mobile data is enhancing marketers' ability to buy and measure outdoor advertising.

Mobile data revolutionises out-of-home measurement

Courtney Cowgill

Measuring the impact of out-of-home advertising used to look something like this: People sat near billboards counting cars and writing down license plates – and then ran to the Department of Motor Vehicles (DMV) to get registration information

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