Out of Home is finding new light as an audience-first format, wherein planning starts with the audience as the basis, well before media decisions are made.
For destination brands there is ample opportunity to raise brand awareness and purchases among student travelers with location-based marketing strategies.
The release of Geopath Insights measurements ushers in a new era of Out of Home that shifts focus away from format and location to audience-first planning.
The changes that will take place in Out of Home as a result of programmatic will be nothing short of transformative for brands, marketers and planners.