Navigating the Out-of-Home Advertising Landscape

The chapter explores the media buying process for out-of-home advertising campaigns, discussing purchasing ad space, creative approval processes, and performance measurement methodologies. It delves into digital programmatic advertising, audience targeting strategies, and quantifying causal impact through modeling and testing. Challenges in measuring out-of-home advertising impact, including brand and site visitation drivers and brand lift studies, are also examined.

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