The importance of collecting the right data, and more importantly, knowing what to do with it, is nothing new, but the breadth of innovation resulting from the increasingly sophisticated use of data continues to push the boundaries.
In Out-of-Home (OOH), it is digital that’s driving market sector growth - Digital Out-of-Home (DOOH) has grown 312% in the past seven years, according to industry trade body Outsmart - and this is underpinned by data and connectivity.
