AGENDA

Thematic scope

The evolution of out-of-home advertising (OOH): traditional advertising media and dynamic digitalisation (DOOH).  Technologies complementing traditional formats provide new opportunities: reaching the audience, interactivity and campaign effectiveness. The traditional forms of OOH advertising and their roles in strategies of marketing communication. Regulatory challenges – landscaping resolutions, pressure on implementing sustainable and responsible solutions. How to strike the right balance between technological progress and impact on the surroundings? Examples of effective campaigns that have taken into account the criteria of social and environmental responsibility. Out-of-home advertising in urban landscapes – new quality of communication. How to work with local governments?