1 © GfK December 7, 2015 | Case studies Efficiency and measurability in out-of-home advertising China Unicom, the second largest Chinese wireless operator. Situation The out-of-home advertising (OOH) industry lacks the reliable performance metrics that today’s media planners and marketers seek before committing money to a placement. OOH companies do not have reliable data and analytics tools to demonstrate the reach, frequency and ret

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