As data is increasingly being used to inform out of home campaigns, digital is making small leaps in terms of the way it is bought — and changing in respect of its capabilities to help inform the creative message.
Jen Smith, global creative director at Maxus spoke to The Drum ahead of her appointment as a judge for the Creative Out Of Home Awards on how data trends are invigorating the out-of-home (OOH) industry and the prospects of location tracking when it comes to balancing out the ethics.
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Source: The Drum
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