Earned media is hugely unpredictable. But it's become an increasingly large part of the media mix.
Usually it's, 'I put this in and get and get this out,'" James Davies, Chief Strategy
Officer, Posterscope USA pointed out during the strategic planning panel. "There's a huge opportunity for digital out of home in this context."
He sees instances where people might be
prompted by signs to take actions on their mobile devices, spreading a paid message into earned realms, such as a Facebook wallpost or the like.