According to Tricia Nichols, global lead-consumer engagement & media strategy for the Gap brand at Gap Inc., it’s coming from TV, but also from radio.
Speaking during the opening keynote conversation at the Digital OOH Forum this morning, Nichols said she pulls her digital OOH budgets from radio, because they’re both media intended to create immediacy and foot traffic.
She used the word “repurposed,” which is telling.
She says she also pulls from targeted, “special interest group” media, like cable TV and magazines.
One place she generally does not pull from is conventional, analogue out-of-home media.