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Not too long ago, outdoor advertising was thought of as a static medium defined by billboards and lifeless signage on highways, buses, phone booths and the sides of buildings. While the interactive nature of other facets of advertising dramatically increased, outdoor was not believed to be a tool for actively engaging the target and, short of incorporating some kind of lascivious or shocking content, creating memorability.
In a relatively short time, however, outdoor has caught up.
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