OOH (out of home) advertising has evolved with digital technology front and centre, more vendors in the marketplace and investment increasing year-on-year. But amidst the revolution, advertisers cannot afford to lose sight of the key fundamentals of their advertising campaigns; meaningful coverage, cost efficiency and clear objectives. What constitutes a successful use of OOH and how can this be measured?

Taking advantage of digital OOH’s benefits and leaps forward in industry research – alongside careful consideration of the issues facing the medium as a whole – empowers advertisers to make the best use of their OOH budgets. In this short viewpoint, Ebiquity’s Judith Warn-Ford and Hope Fotheringham Smith discuss the planning, trading and transparency issues faced by the UK industry, and give advice on how advertisers may capitalise on this evolving medium to best effect.

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