What are the problems faced by the agencies that have incorporated outdoor advertising in their functions?
Before the advent of specialist agencies, the problem that brands faced was the extremely fragmented market. They had to deal with multiple vendors for different regions. Specialists offered the convenience of a single-window. Accountability was an issue and specialists again took on the onus of providing that. In a market where there was a dearth of any data, it was very difficult for brands to actually plan or measure any campaign against any scientific parameter. And it did help that specialists came with their proprietary tools and techniques to do that.
