By Andre Youssef, chief adex officer, Ipsos
Despite out-of-home (OOH) advertising being one of the oldest forms of advertising, recent technological changes and the growth in customer awareness necessitate a re-evaluation of advertising strategies. Impact, reach, brand recall and various KPIs come in handy when it comes to data-driven strategies, and this is where the technology comes in for optimisation and effectiveness.
Today, consumers are smarter and more informed than they were 30 years ago. Thus, simply repeating an advertisement in the same location to the average person is no longer a viable strategy for return on investment. To keep the spirit of advertising alive, advertise
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