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“Production costs too much!”

We’ve all heard it. How many terrific out-of-home media plans have fallen short because of this oversimplified statement?

Yet we’ve also heard, “I love that wall!” or “What this plan needs is more impact.” And the favorite words of all OOH planners: “I want to own the streets like the [fill in blank] brand.”

As out-of-home plays a bigger part in advertisers’ marketing plans, it’s time to look at OOH production costs in a different way as a key part of the investment philosophy.

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