News & analysis

OOH Planning

Campaigns, industry news and practical advice for billboard advertisers.

Sep 5, 2026

Beyond Impressions: The OOH Metrics Advertisers Should Evaluate Together

Nord & Smith argues that impressions should be read alongside visibility, viewing conditions, audience composition and frequency when judging the quality of an OOH plan.

OOH Planning3 min read

Aug 28, 2026

What Makes a Great Billboard Location? Visibility Beats Raw Traffic

Nord & Smith argues that strong OOH placement should be evaluated through view distance, traffic speed, lighting, positioning and obstructions rather than traffic volume alone.

OOH Planning3 min read

OOH Planning

Beyond Impressions: The OOH Metrics Advertisers Should Evaluate Together

What Makes a Great Billboard Location? Visibility Beats Raw Traffic

The Billboard Brief