Short-term versus long-term OOH ad sales contracts (Billboard Insider)

Kevin Gephart: Ask the advertiser who wants to be up for four weeks how many other weeks this year they want business. The creative should be short-term — really, it should change minute by minute, hour by hour, because that’s how you address client needs — but the media choice and placement should be long-term, because the advertiser’s business is long-term too. […]