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‘Media, creative businesses need to collaborate much more’

By Rajiv Raghunath - October 21, 2019

Speed is the name of the game for DOOH, says John Osborn, CEO, OMD USA

Video provides the opportunity for great story telling. As the DOOH media grows, the media and creative businesses need to work more closely. Stating this while speaking at the Digital Place-based Advertising Association’s (DPAA) Video Everywhere Summit 2019 held at the Sheraton Times Square, New York, John Osborn, CEO, OMD USA urged the DOOH industry to assert a greater influence on the media planners. “This is go-time for you,” he said.

John said that “eight of ten clients” are now leveraging DOOH for their campaigns as this media benefits from the use of more data, emergence of private marketplaces and more effective story telling.

Efficiency, transparency and effectiveness will determine the growth of DOOH going forward, even as the medium gears up for greater “speed and scale”. Speed is the name of the game for DOOH, he added.

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