As the digital out-of-home (DOOH) revolution continues to build momentum, industries and organizations are embracing the medium as the next great opportunity to influence consumers on the path to purchase. Brands have started growing DOOH's share of the marketing mix, pushing the creative limits it offers and establishing impactful one-on-one consumer connections. The arrival of this new digital frontier also brings a critical challenge the industry must face and answer -- and that is, how to measure it.
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