Why the Future of OOH is about Screens + Moments

Imagine a world where every DOOH screen understands context. Where brand led campaigns are continuously optimised. Where insights are generated instantly rather than weeks later. And where every advertising decision is informed by data and learning. The future’s not five years away. It’s happening right now.

Twenty odd years ago, the first wave of digital transformation brought screens. The second wave brought programmatic buying. The third wave is bringing intelligence, a transitional moment unlike anything our industry has seen before. It’s a new frontier that’s powering a new wave of formats, creative potential and in real life audience experiences.

What AI really means for this industry

Across the industry, artificial intelligence (AI) is already improving audience measurement, campaign planning, inventory management, content generation, predictive analytics and operational efficiency. Tasks that once took days can now be completed in minutes. Processes that once relied on intuition can now be enhanced by intelligence.

But I want to be clear about something. None of this is about replacing human creativity. It’s about amplifying it.

The most successful DOOH campaigns have never been driven by algorithms alone. They are driven by ideas that make people smile, spark conversations and create emotional responses.

The winners in this new ‘information age’ will not be the companies with the most tech. They will be the companies that combine technology with creativity, using intelligence to unlock better ideas, companies that empower people rather than automate them into oblivion, companies that remain relentlessly focused on the customer.

Advertisers today face unprecedented complexity as audiences move seamlessly between physical and digital realms and media channels continue to fragment.  Attention has become one of the world’s most valuable commodities. In this challenging environment, brands want confidence, proof and measurable outcomes. And media owners want to optimise their investments more intelligently.

As leaders we have a responsibility to guide this transformation. The guardrails we apply around trust, transparency, privacy and experience will shape how OOH is perceived in the future. Because our greatest competitive advantage in the age of AI is trust.

Where fiction and reality collide

When I think about OOH, I’m incredibly optimistic because we have something many other sectors would love – we exist in the real world. We reach people where they live, work, move, shop and connect. We create shared experiences, we shape cities.

As AI-generated content proliferates, culturally significant content becomes more valuable. Leaning into authenticity, the emergence of new OOH formats and large scale experiences reflects how DOOH continues to evolve, experiment and shape culture, taking entertainment to the next level.

Netflix Nordic and Ocean Labs staged a synchronised drone show in the skies above Oslo to mark the release of Troll 2. This colossal production featured 600 drones creating a 100 metre tall troll towering over the mountains before letting out a roar.

A masterful example of how OOH can give brands complete ownership and stand out, more than 10,000 visitors found their way to Westfield Mall of the Netherlands when Netflix transformed it into the ‘Mall of Misery’ to mark the second season release of Tim Burton’s dark supernatural comedy Wednesday.

Ocean worked with Netflix, Paloma, Westfield Rise and We Make You Happy to bring every square metre of space to life with macabre digital and physical experiences. Audiences could walk through a dilapidated graveyard, discover goth themed sets straight out of the show, and even step into the shoes of Thing.

Chocolate milk drinks brand Cocio and Ocean Labs Denmark lifted moods with their nationwide Delayed Discounts activation. The OOH campaign used real time traffic data to unlock dynamic QR codes synchronised according to how long passengers’ trains or buses were late due to a national bad spell of weather. When travel delays went up, so did the live discounts. Passengers could scan DOOH screens to redeem their vouchers at vending machines and stores. More than 3,000 passenger interactions were converted into drinks discounts.

Place a large format DOOH screen in a magnetic environment, and people will come. Add technology, interactivity and amplification via social media, and people will remember.