Speaking at the Media360 conference, the outdoor chief said the organisation was still learning from its 'Customer Journey' research commissioned at the end of last year. The research looks at how consumers make decisions and how different media platforms impact choices.
Asked if the Olympics were going to be as big for outdoor as the industry is hoping, Baker said: "It’s going to be big. There is a lot of spending already and we are going to see a lot more wrapped taxis, platforms, stations and buses. Hopefully, it's going to be an effective medium and it should be a good quarter for us."
Watch the interview with Brand Republic's Maisie McCabe, above.