Performance marketers have heretofore been reluctant to explore the waters of out-of-home advertising, and with good reason: By and large, the industry was slow to adapt to the digital landscape. A global pandemic that forced most of the world inside didn’t help much, either; after all, nobody wants to buy a billboard that nobody is going to see. But pandemic aside, a marketing world increasingly dominated by performance had little room for the traditional OOH business, seen largely as strong in branding, reach and awareness but lacking in traditional performance tactics.
Performance marketers: It might be time to give the medium another look.
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