There remains a huge amount of potential for using out-of-home in tandem with mobile, writes Rosh Singh, director of digital innovation at Kinetic UK.
Out-of-home (OOH) is the consumer’s most trusted and memorable advertising medium, second to only TV, according to the Future Federation of FEPE.
But how can OOH advertising remain at the top?
The obvious answer is technology. But while many of the outdoor media industry view technology as the driver of OOH, it should instead be thought of as a tool rather than a strategy.
Technological innovation is clearly crucial, but as an industry we can sometimes ...