Out of home's new challenge
In spite of the advent of engaging digital communication, changing consumer behaviour is threatening the effectiveness of out of home advertising as one of the last true 'broadcast' channels.
Advances in measuring effectiveness mean that outdoor is arguably now better-placed than TV to fulfil a targeted mass-communication role for many brands.
With people spending more time out-of-home and with the growing convergence of entertainment, shopping, eating and drinking offerings, outdoor has the chance to become the pre-eminent mass-medium in the 21st century.
MEC MediaLab's Sensor - Mediaedge:cia's global study examining the status and future of different forms of marketing communication - investigates how outdoor can add value to the environment it inhabits.
If you would like to obtain a copy of Out of home's new challenge and find out more about how Mediaedge:cia can help you leverage your brand within this constantly evolving medium, order this publication.
