Advertisers' calls for better accountability and ROI made measurement a hot topic at this week's Outdoor Advertising Association of America's annual conference. Industry leaders at the Hilton Chicago
Hotel predicted that within the next three to five years out-of-home advertising venues will have a system to measure marketers' return on investment comparable to or better than those of other
consumer media, thanks to a move from "opportunity to see" data to "likelihood to see" data.
Read the whole story at AdAge.com, May 25, 2005 »
