Australian ad executive acknowledges lack of ROI-based measurement in OOH advertising (BandT)

Pippa Chambers. Accenture Song’s managing director, Mel Fein, delivered the sharpest challenge to the out-of-home (OOH) industry. “If we don’t move this industry to more outcomes-based or ROI-based measurement, we’re not going to keep up with the demands of cost-out that all businesses are facing,” Fein told the packed room at 12-Micron. […]