As digital advertising has already surpassed print media and is on course to reach the same level as TV, the chorus for accountability and transparency is growing louder
DOOH experts talk about the potency of a standardized measurement system for the medium as pDOOH gains prominence in the current market scenario
Guest Column: Debraj Tripathy, Marketing Communication & Advertising Consultant, and former MD of MediaCom, South Asia, enumerates four actions that he says may solve the issue in the long run
OOH experts share insights on why a measurement system is of paramount importance in the current COVID market scenario
Given the unpredictable business environment due to the COVID crisis, marketers are looking for ROI-driven campaigns and accountability for each ad dollar spent
In the current COVID economic scenario, brands will be able to leverage the unified measurement system in the OOH ecosystem to a large extent, point out experts
A number of OOH leaders came together recently to form a Request for Proposal with regards to formulation and implementation of a measurement system for the industry