Global Out of Home: A view from the Inside

From afar the team at OOHMAA has watched and listened to the many inspirational and thought-provoking speakers at the recent WOO Congress in Toronto.

There were many brilliant presentations at this event; however, one of our favourites was from Ben Milne Head of Out of Home, Dentsu International where he looked at - impacts on the World and Out of Home, and the results of Dentsu’s '“view from the inside” survey that delved into planning considerations, Audience Measurement and Programmatic, and a took a quick look ahead, specifically at pDOOH.

The full presentation can be found here

Three slides that caught our eye were survey responses to questions on channel characteristics that matter to planners, reasons for using Classic and Digital Out of Home. Noting 2 of the 3 reasons for using Classic and Digital are the same; Reach and location/environment targeting. Both formats are necessary to deliver the most effective Out of Home campaign.