The 411 on DMAs
DMAs, or Designated Market Areas, are 210 markets in the US defined by Nielsen Media Research and are categorized by geographic regions They are primarily used as television markets to see which regions receive the same TV, radio, and broadcast stations However, the information also serves beneficial to OOH media planning since DMA reports include figures on population, age, ethnicity, and household income for specific regions The OOH ad industry uses DMAs to target advertisements geographically and to compare OOH campaigns to other advertising forms With this geographic targeting, ads can be strategically-placed to reach high concentrations of the…