Outdoor advertising or better yet known as " out-of-home " (OOH) is reaching its high peak moment as technology, data and infrastructure are now seamlessly coming together. According to the 2018 IPA study, Marketing Effectiveness in the Digital Era, done by Les Binet and Peter Field highlights the importance of reach and time spent with a medium as key drivers of effectiveness. OOH, in its entirety, continues to deliver more than 90% reach and three hours spent in its company every day underlines its importance and resilience in a transforming media landscape. Added to that, the report also highlights that, ever since the inception of digital OOH, the effectiveness of the medium has nearly doubled. OOH growth According to PWC Global Entertainment and Media Outlook 2015–2019 report, digital out-of-home (DOOH) advertising alongside internet advertising will be another high-growth area, with revenues rising at a 13.2% compound annual growth rate (CAGR). Gi...
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