Traditionally, out-of-home (OOH) has been considered a top-of-the-funnel medium due to its ability to broadcast to a large audience, thereby driving awareness and consideration for brands, by speaking to as many current or potential future customers as possible, utilising the exceptional reach and rapid cover-building qualities of the medium. Yet, what has been overlooked until recently is that OOH clearly also works on the bottom of the funnel, driving acquisition and conversion. Advertisers are becoming more and more demanding when it comes to seeking solutions for planning, delivery and evaluation of their campaigns. It has become critical to connect the dots between media investments and t
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