Across The Desk with Lamar's John Miller

"The long-held perception of OOH as being hard to measure is finally being shattered. Clients are coming to us for attribution studies, and the results are speaking volumes."

"Traditionally bought OOH outpaced all other media in driving foot traffic lift during the first quarter of this year. It's powerful confirmation that OOH not only works, it can compete and win across key performance metrics."

"Buying OOH, traditionally or programmatically, doesn't have to be an either-or decision. Traditional buying still delivers the broad reach and frequency."

The Out of Home Advertising Association of America (OAAA) represents the OOH advertising industry, focusing on advocacy, research, and industry leadership. Founded in 1891, OAAA serves over 850 member companies. Recent insights reveal that OOH is increasingly measurable, with clients seeking attribution studies that demonstrate its impact on web and foot traffic. A recent campaign showed that OOH outperformed other media in driving foot traffic. The industry is evolving, allowing for both traditional and programmatic buying strategies to coexist effectively.

Read at Thedrum