Partner content: The revolution which has been taking place in outdoor advertising means we are now much better placed to reach the needs of clients than in previous recessionary cycles, writes Global’s Mungo Knott.

The 2014 Automated Trading Debate asked if all media will, in time, be traded programmatically – here, Primesight’s Mungo Knott examines the challenges and opportunities it poses for out of home.

After attending the ‘Outdoor Works’ conference held at the British Museum last week, Primesight’s Mungo Knott reflects on some of his key takeouts, and charts how the sector is evolving.

When measuring the audience we often don’t talk about the number of ratings a TV ad got, or the number of readers of the 1/4 page ad on page 17. We measure the association; the viewers or listeners of the programs surrounding them or the circulation of the paper, says Primesight’s Mungo Knott, as he explains why advertising is always the bride, and never the bridesmaid…

Mungo Knott, insight director at Primesight, on why outdoor is well placed to deliver against demanding marketing objectives in these challenging times…

Mungo Knott, director of insight at Primesight Outdoor, explains why “marketers who are faced with the allocation of budgets would do well to recognise the powerful position of Out of Home…”