‘Time to recognize OOH as the heavyweight champion of real-world impact’

The New Year sparks fresh optimism and a drive for “what’s next” in out-of-home (OOH) advertising. This energy is fueling several key shifts: the digital transition is moving at a breakneck pace as static inventory converts to flexible, real-time screens, while immersive tech like holograms and 3D anamorphic displays are becoming mainstream, turning street corners into theatrical stages.

Simultaneously, the industry is answering a “clarion call” for better accountability, with a mandate to refine attribution and prove tangible ROI. Efficiency is also a priority; we expect further DSP consolidation and deeper investments in programmatic tools to streamline the buying process.

Yet, despite this rush toward a high-tech future, we must not lose sight of the “Human Element.” Even with the rise of automation, there is a clear and growing demand for talented practitioners, experts who can synthesize complex data points and turn them into a cohesive real-world strategy.

The playbook for OOH’s future

While evolution is exciting, I find myself reflecting on a critical question: How can our legacy medium compete with its new-age counterparts without losing its soul? What is our playbook for the future? I am occasionally troubled that, in our rush to become “digitally compatible,” we might leave behind the very essence of what makes OOH irreplaceable – our undeniable, physical visibility in the real world.

As OOH continues to fight for bigger slices of the marketing budget, the common refrain is that delivering better metrics will unlock more revenue. In some cases, this is true; we’ve seen brands invest, test, prove, and subsequently increase their OOH spend. But just as often, we see brands buy into our medium because they simply know OOH works. They see it with their own eyes. They feel its presence.

Let’s not diminish the power of that sentiment. We must be careful not to trade the gravitas of our presence in the public space for a narrow, lower-funnel “measurement quest” that ignores the bigger picture. Instead, we should channel our energy into measuring how OOH impacts the full funnel. Out-of-home drives brand affinity, fuels search intent, and ultimately moves the needle on sales. I propose we double down on the primary reason brands invest in OOH: the profound, resonating, and irreplaceable human feeling of being “real” in the public space.

The tangible canvas: Claiming the territory

The New Year sparks fresh optimism and a drive for “what’s next” in out-of-home (OOH) advertising. This energy is fueling several key shifts: the digital transition is moving at a breakneck pace as static inventory converts to flexible, real-time screens, while immersive tech like holograms and 3D anamorphic displays are becoming mainstream, turning street corners into theatrical stages.

Simultaneously, the industry is answering a “clarion call” for better accountability, with a mandate to refine attribution and prove tangible ROI. Efficiency is also a priority; we expect further DSP consolidation and deeper investments in programmatic tools to streamline the buying process.

Yet, despite this rush toward a high-tech future, we must not lose sight of the “Human Element.” Even with the rise of automation, there is a clear and growing demand for talented practitioners, experts who can synthesize complex data points and turn them into a cohesive real-world strategy.

The playbook for OOH’s future

While evolution is exciting, I find myself reflecting on a critical question: How can our legacy medium compete with its new-age counterparts without losing its soul? What is our playbook for the future? I am occasionally troubled that, in our rush to become “digitally compatible,” we might leave behind the very essence of what makes OOH irreplaceable – our undeniable, physical visibility in the real world.

As OOH continues to fight for bigger slices of the marketing budget, the common refrain is that delivering better metrics will unlock more revenue. In some cases, this is true; we’ve seen brands invest, test, prove, and subsequently increase their OOH spend. But just as often, we see brands buy into our medium because they simply know OOH works. They see it with their own eyes. They feel its presence.

Let’s not diminish the power of that sentiment. We must be careful not to trade the gravitas of our presence in the public space for a narrow, lower-funnel “measurement quest” that ignores the bigger picture. Instead, we should channel our energy into measuring how OOH impacts the full funnel. Out-of-home drives brand affinity, fuels search intent, and ultimately moves the needle on sales. I propose we double down on the primary reason brands invest in OOH: the profound, resonating, and irreplaceable human feeling of being “real” in the public space.

The tangible canvas: Claiming the territory

Out-of-home is the original legacy medium, surviving for two centuries because it is the only format that truly stakes a claim in physical territory. Global evidence proves this: AI firms dominate the Silicon Valley 101 corridor to signal authority, fashion brands own Tokyo’s Shibuya district to capture the city’s pulse, and luxury houses use massive building wraps in Paris to project sheer permanence.

As a tangible, unskippable canvas, OOH drives the entire funnel, from brand equity to conversion. Research shows about 70% of U.S. adults notice OOH ads while on their way to shop. Whether through guerrilla posters or high-end spectaculars, the medium works because it occupies the same physical reality as the consumer.

The expectation that OOH must be as specifically “trackable” as a digital click or “it doesn’t work” is a head fake. While an “impression” is the unit of measure for both, all impressions are not created, valued, or measured equally. Out-of-home stands alone because it exists in the public square. When that power is harnessed, you get amplification, impact, and a ripple effect that digital cannot replicate. How can a fleeting, 2-second scroll-by be compared to a 40-foot tall statement of brand intent?

The superpowers: Unskippable, tangible, and fraud-free

Out-of-home wins because it is real-world media for real people. It offers the largest “In Real Life” canvas for creativity – a critical factor since creative drives 75% of an ad’s effectiveness. Unlike forgettable digital banners, OOH has a viral second life; 38% of TikTok users often see OOH ads reposted on the platform. It delivers a level of cultural resonance that digital’s private, 1-to-1 conversations simply cannot buy.

Furthermore, OOH is uniquely unskippable and fraud-free. While audiences mute TV, skip podcasts, and install digital ad blockers, you cannot “ad block” the street. It also bypasses the $100 billion lost annually to digital ad fraud. With OOH, there are no bots or “ghost” impressions, just physical presence. Our 1-to-many reach isn’t a flaw; it’s a superpower that turns advertising into a shared shout from the mountaintop.

The call to action: Shift the mix

While a balanced media mix is essential, OOH remains chronically underfunded relative to its full-funnel impact. Our call to action is simple: allocate at least 10% of your budget to OOH from the start. Even a small increase in spend has been proven to significantly boost overall ROAS across categories from automotive to CPG.

We must demand the market recognize OOH as the undisputed heavyweight champion of real-world impact. In a life saturated with fleeting digital noise, OOH offers something tangible and real. It is a human medium woven into “The People’s Space,” serving as the visual voice of our culture. Rather than trying to blend in with the digital crowd, the industry must lead with its unique, physical strength.

Out-of-home is the original legacy medium, surviving for two centuries because it is the only format that truly stakes a claim in physical territory. Global evidence proves this: AI firms dominate the Silicon Valley 101 corridor to signal authority, fashion brands own Tokyo’s Shibuya district to capture the city’s pulse, and luxury houses use massive building wraps in Paris to project sheer permanence.

As a tangible, unskippable canvas, OOH drives the entire funnel, from brand equity to conversion. Research shows about 70% of U.S. adults notice OOH ads while on their way to shop. Whether through guerrilla posters or high-end spectaculars, the medium works because it occupies the same physical reality as the consumer.

The expectation that OOH must be as specifically “trackable” as a digital click or “it doesn’t work” is a head fake. While an “impression” is the unit of measure for both, all impressions are not created, valued, or measured equally. Out-of-home stands alone because it exists in the public square. When that power is harnessed, you get amplification, impact, and a ripple effect that digital cannot replicate. How can a fleeting, 2-second scroll-by be compared to a 40-foot tall statement of brand intent?

The superpowers: Unskippable, tangible, and fraud-free

Out-of-home wins because it is real-world media for real people. It offers the largest “In Real Life” canvas for creativity – a critical factor since creative drives 75% of an ad’s effectiveness. Unlike forgettable digital banners, OOH has a viral second life; 38% of TikTok users often see OOH ads reposted on the platform. It delivers a level of cultural resonance that digital’s private, 1-to-1 conversations simply cannot buy.

Furthermore, OOH is uniquely unskippable and fraud-free. While audiences mute TV, skip podcasts, and install digital ad blockers, you cannot “ad block” the street. It also bypasses the $100 billion lost annually to digital ad fraud. With OOH, there are no bots or “ghost” impressions, just physical presence. Our 1-to-many reach isn’t a flaw; it’s a superpower that turns advertising into a shared shout from the mountaintop.

The call to action: Shift the mix

While a balanced media mix is essential, OOH remains chronically underfunded relative to its full-funnel impact. Our call to action is simple: allocate at least 10% of your budget to OOH from the start. Even a small increase in spend has been proven to significantly boost overall ROAS across categories from automotive to CPG.

We must demand the market recognize OOH as the undisputed heavyweight champion of real-world impact. In a life saturated with fleeting digital noise, OOH offers something tangible and real. It is a human medium woven into “The People’s Space,” serving as the visual voice of our culture. Rather than trying to blend in with the digital crowd, the industry must lead with its unique, physical strength.