By Bertrand Mouraille, Managing Director, JCDecaux Dubai and Northern Emirates
HOW IS DATA CHANGING THE GAME IN THE OOH INDUSTRY?
Data is no more a new topic in the OOH industry. OOH advertising, which was traditionally associated with billboards and posters located strategically to target mass audiences, has considerably evolved in the last decade with the increasing use of data in making ads more targeted. The world of OOH advertising has been moving to a data-driven approach, with media planners and marketers alike putting into action more data-led planning, whilst at the same time being able to demonstrate tangible outcomes.
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