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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 explores recent changes in the history of out-of-home advertising. Below, in her own words, she exemplifies how brands and publishers have used the unique features of the medium to their advantage.
The challenge
If you work in the media business, you are familiar with the term “content is king.” Content is what drives audiences to specific platforms, influences culture and ultimately drives spending from brands.
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