Akshaya Singh Sikand
Head of marketing, Cadillac
Yes
While OOH certainly ensures greater visibility and impact, with a sizeable number of commuters whizzing by daily, it also offers a crushingly short three-second window to communicate your message. In most cases, it severely lacks the luxury of time, which is why the medium is better suited to build brand recall or to communicate a product, service or feature than driving action in that brief moment when the viewer’s attention is divided, with external forces at play.
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