Found this piece by Tim Hufford, sales director for IDG's atmAd.
"However, the real golden ticket to success lies in brands maximising both the scheduling and creative flexibility of atmAds DOOH network in order to convey a message that not only plays in the right location, at the right time, to the right audience, but also plays to the money mindset of the shopper withdrawing cash."
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Also this from Justin Stark is a good read.
click here for article