There is a common misconception within the industry that Out of Home (OOH) struggles to deliver measurable ROI within econometric models.

Historically, this has largely been due to the lack of robust, consistent, OOH audience data.

There is no doubt, that as an industry, we are making headway but there is still work to do to evolve how OOH fits in econometric modelling. We need to work with data-hungry modellers and ask the right questions to produce more OOH ROI scores.

For more information, read an interview with our Insight & Effectiveness Director in Mediatel and download the summary slides on this page.