Track B – Data: Rethinking the OOH Marketplace
Never before have marketers faced a crisis of confidence of this magnitude. Consumer skepticism is at an all-time high, at the exact same moment where consumers are demanding proof of social responsibility from the brands they engage with. Furthermore, with the convergence of online and offline worlds, brands are looking to connect with audiences in new ways throughout the full customer journey, while asking media channels to substantiate their value. This workshop will review advertiser attitudes, and perceptions about OOH, and discuss how to navigate these difficult times to build and maintain consumer trust.