In partnership with Clear Channel, Global and JCDecaux, Kinetic has conducted research designed to definitively pinpoint the effectiveness and impact of the rich variety of out-of-home (OOH) advertising formats and environments on audiences. The 18-month project has created the first true ‘OOH Playbook’, a how-to-guide to make media planning more effective and efficient.
There is a level of complexity to effective OOH planning; OOH is nuanced and not all impacts are the same. In order to take full advantage of OOH campaigns, balance must be struck between reaching audiences and integrating environmental considerations.
The OOH Playbook exists to cut through...