Start with movement, not formats
A useful outdoor brief identifies who must notice the campaign, where their day creates repeated opportunities and what action the wider campaign expects next. Format selection follows that map.
Separate prestige from useful frequency
A landmark placement can create stature while a route of smaller sites can build repetition. The right plan may combine both, but the objective and budget should decide the balance.
Design measurement before booking
Agree proof-of-posting, delivery data, geographic follow-up and any brand or response measurement before the campaign is live. Retrofitted measurement usually answers a weaker question.
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