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Advertisers and agencies express great interest in digital out-of-home networks and talk up the potential, but historically, curiosity has far outweighed actual dollars invested. And though it’s a fast-growing medium, so far advertisers have stuck with the networks that have been around the longest. But that may be about to change, according to a new report from Adcentricity, an aggregator of DOOH inventory across more than 90 networks.
In 2009, 80 percent of ad spending on DOOH went to 20 percent of its players, according to Adcentricity’s analysis.
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