The long-awaited Outdoor Track study was supposed to bring order to the OOH market by providing reliable data on the audience and measurable parameters of OOH media. However, the differences between the assumptions and visions of the OOH market and the reality are quickly bringing us down to earth. What seemed negligible in the pre-covid era and was of interest only to the most inquisitive marketers, namely the validity of data, nowadays lies at the heart of the Outdoor Track…
