A client asked us recently if we’d be able to set a billboard on fire for their next campaign. Unfortunately, we told them, setting a million-dollar LED screen alight was outside the realms of possibility.
Equally unfortunate though is that big, memorable ideas like this – even when unworkable – are the exception rather than the rule in the digital out of home (DOOH) space.
To get the most out of a not-yet-entirelymature channel like DOOH, there are a few important considerations. And I’d argue