Is Out-of-Home Media Too Expensive and Does Cost Concern Hinder Results?

Mon, 06 May 2024 00:00:00 -0400
Leading Edge

It can be argued that multiplying a low CPM by the scale and flight duration needed for a specific campaign is what makes OOH a wallet-busting undertaking. I call this “OOH commitment issues.” The commitment to media in the remaining 98 percent of an American marketer’s budget is still higher than that made to OOH, so why the double standard?