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The nascent digital out-of-home medium is evolving from a one-way street to a two-way thoroughfare. In the last few months, a number of digital video networks, including Akoo, Danoo and aggregator Adcentricity, have added a mobile platform, joining other early adopters in trying to extend their dialogue with increasingly mobile consumers.
The promise of combining the two fastest-growing media is hard to resist: Catch the consumer when they are most receptive to messaging; engage them with special promotions and offers close to the point of purchase; and continue the dialogue by building a database of loyal and receptive customers.
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