Usman Saleemi, Partner and ECD, Sweetwater MEA, compares live experiences to out of home advertising.
Out-of-home advertising has been called a dinosaur more times than the oldest guy in your office, yet like that trustworthy elderly dude, it still stands tall. I’m not here to predict the end of billboards or public signage —they’re not going anywhere, now or ever.
But let’s face it: spending big on OOH visibility just to have a few people take action doesn’t add up for most brands. The future isn’t about simply dumping dollars into digital either, losing the powerful impact of real-world engagement and for
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