By Neha D’souza, media director at Equation Media Dubai
Although it is one of the oldest forms of modern-day advertising, out-of-home media has been going through its fair share of transformation. While Google recently introduced OOH inventory through DV360, helping advertisers better plan campaigns and deploy them (even at a global scale), a big part of the challenges we face remain: measurement and standing out among the clutter.
A simple drive around town indicates easily how much we are bombarded with outdoor ads, some that are barely readable, others creative enough to have an impact. Yet our exposure does not stop there. From street ads (large and small formats) to formats that o
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