Audience Data & Measurement
OOH has powerful relevance in most significant growth areas of marketing: David Gordon
Presenting his session on”OOH in the Digital Economy at OAC 2016, David Gordon, Insight Director, Posterscope UK, shows how using data effectively can pave the way of growth of out-of-home advertising.

Striking difference in impacts created by static and dynamic OOH, David also stressed on importance of personalization in OOH on both real-time digital OOH as well as classic OOH that should be able to use more data. “Personalization of OOH has proven brand effects, Gordon added after citing examples of Microsoft Lumia Cortana campaign that had almost 875 cites with local relevance. He also added that OOH has 200% more effectiveness if double up with mobile data in order to achieve awareness, purchase consideration and online searches.
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