The 2011 Digital OOH Outlook and Planning Guide is an annual reference guide to provide media agencies with a baseline and additional insight to effectively assign budgets during advanced planning stages. This information is intended for intermediate and advanced media agencies utilizing digital OOH to assist in making effective planning decisions for digital out-of-home in place-based and retail environments. To better understand the landscape of the medium is the initial task. As the medium continues to be adopted into media buys, the question often remains, “How much should I be planning for next year and how does that relate to my total media mix?"
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