Out-of-home and top of mind: Moving beyond panels in out-of-home marketing

Isaline Duminil and François-Xavier Pierrel

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 5, issue 2, 106-120

Abstract: After exploring the state of advertising, with particular regard to out-of-home media, this paper discusses how the online experience has created new expectations from both advertisers and consumers, requiring changes in the practice of out-of-home marketing. The paper argues that it takes more than simply digitising media assets to stay at the forefront of innovation. Rather, it is essential to find more opportunities to collect valuable insights from increasingly connected consumers. Out-of-home advertising today is increasingly dependent upon a data-driven approach. This paper explores the issues of accountability relating to out-of-home media, and how to address these issues by harnessing data and building a value-creating ecosystem.

Keywords: media; out-of-home; billboard; data-driven; audience measurement; dataled creative; digital; media; accountability (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2019:v:5:i:2:p:106-120

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