It’s arguably easier to be unforgettable in OOH than it is in in other channels; it can’t be skipped or ignored and isn’t competing with thousands of other ad placements…or making a cup of tea!

Creative has been consistently shown to be the most important factor in driving ROI in any channel, by up to 47% according to a study by Analytic partners.  This is probably truer in OOH than most, where there is no editorial or programming context.

“Verification.” It’s the new magic word in the industry. More transparency, more control, higher return on investment. Sounds great, right? What they don’t tell you is that if you don’t truly understand what’s going on, verification can become just another excuse to justify expenses

During my recent visit to Shenzhen, China—often called the "Silicon Valley of Hardware"—I had the chance to experience firsthand why this city is the global hub for cutting-edge display technology. Walking through its vast technology districts and visiting top manufacturers like Absen, I saw the future of digital screens in action.

Often changing market conditions, particularly the technological capabilities of the time, serve as the catalyst for a pivot. Although pivots may sometimes be indicative of a business in trouble, they are not a sign of failure. Rather, a pivot could represent a business or industry making a proactive and strategic decision to increase its chances of success.