OOH reaping benefit of new methods for planning, research

Graham, Ron
July 2005
Media: Asia's Media & Marketing Newspaper;7/15/2005, p14
The article focuses on issues related to out-of-home (OOH) advertising. In the past, OOH media has been disadvantaged, as it was a minor medium in terms of share of dollars, yet more complex to gather and measure data by nature of its mass exposure and non-specific media content. This imbalance has been a major factor why OOH has been under-utilized. Reach and frequency measurement is still expensive. However, major researchers and the OOH industry are jointly developing a blueprint for OOH modeling.


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