As outdoor media owners continue to digitise inventory and swap static posters for digital out-of-home (DOOH) screens, the industry is increasingly looking to win performance marketing dollars. However, to achieve this it must challenge a number of entrenched stereotypes associated with the medium.
Speaking at The Specialist Work’s What’s Possible 2020 conference (London, September 2019), Rebecca Callaghan, Account Director at JCDecaux UK, attempted to tackle five “myths” she claimed are often raised by advertisers hesitant to redirect investment into OOH.
“Outdoor has always been championed for its brand-building qualities. Everybody knows that it works at the top of the...