Abstract:

New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement. Until this point, most audience measurement systems have not kept pace with such changes. However, Out of Home is another story. 'Digital' is contributing to make Outdoor into something stronger, flexible and fast (soon even cheaper). It helps plan in timeframes, dayparts, local content. New audience measurements provide accurate information for users/advertisers/buyers in OoH even in this new digital stage.