The positive halo of digital out of home

Anne Parsons, Peter Pynta and Dr Shaun Seixas

Looks at the influence of the unique attributes of digital out-of-home (DOOH) sites on the way advertising is processed by measuring creative content in context.

Media measurement is an ever-evolving science, given its need to keep pace with perpetual industry change and ongoing advertiser demand for meaningful consumer-centric data.

This applies across all media channels but is perhaps amplified for digital out-of-home...

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