New report by On Device suggests OOH emerges as a performance channel, in addition to being a branding medium (ExchangeWire)

The findings suggest advertisers can no longer rely on individual channels to deliver full-funnel performance. They also raise questions about whether traditional approaches to effectiveness measurement are keeping pace with modern media strategies. "Our benchmark data shows that the traditional idea of the marketing funnel is becoming far less predictable," said Alistair Hill, CEO at On Device. […]