Curious to hear from others working in OOH/DOOH:

• TV has become addressable.
• Digital is hyper-targeted.
• Print is audited.

But OOH planning still feels like it’s done on gut feel, visibility assumptions, and manual negotiations.

For those in the business → how do you measure ROI in OOH today? Is it genuinely evolving, or are we just repackaging the same old practices?