Media Outlook: Outdoor - Outside Help

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New technologies are creating targeted opportunities for out-of-home.

The outdoor business used to mean primarily static billboards and posters. While those still make up 60 percent of the business, outdoor is rapidly incorporating new, electronic technologies that give the outdoor business a greater degree of flexibility and targetability. “Minority Report isn’t that far off,” says Stephen Freitas, chief marketing officer of the Outdoor Advertising Association of America.

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