MPN’s Executive Director James Harrison tells Campaign Middle East why the next phase of out-of-home (OOH) evolution will depend on transparency, consistency and collaboration.
How have data and tech changed the way OOH campaigns are planned and measured in the past year?
It’s only really getting started. The industry has talked a good game about data and measurement for years, but much of the execution still relies on traditional media metrics. There are a lot of unverified or inconsistent data sources circulating, and that can sometimes do more harm than good. The real value of data comes from confidence, not quantity. The next phase must focus on validation, transparency and consi
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