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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Intersection’s Esther Raphael describes the role of OOH advertising in reaching city dwellers throughout and after the pandemic. Below, she exemplifies the initiatives that met consumers every step of the way.
People often ask me what out-of-home (OOH) media’s role was during the pandemic. They are usually asking with the assumption that the screens were dark and the streets were empty.