Es ist ein offenes Geheimnis, dass in den letzten Jahren eher auf die Quantität als auf die Qualität beim Netzwerkausbau geachtet wurde. In manchen Fällen hat sich dies bitter gerächt und den geplanten Business Case zum Fallen gebracht. Valery Rochard von Mediametrie erläutert in seinem Vortrag wie das französische Forschungsinstitut vorgeht, um die Effektivität von Digital out of Home Netzwerke zu optimieren. Ein aufwändiger aber oftmals notwendiger Prozess.
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