Product News | October 11, 2021

3 reasons why you should combine digital OOH and mobile advertising for maximum impact

As brands dive into cross-channel advertising, the buzz around combining digital out-of-home (DOOH) and mobile advertising continues to grow — and for good reason. While mobile ads can generate clicks, they often struggle to stand out in a crowded digital landscape. DOOH, on the other hand, commands attention with its bold, high-impact presence in public spaces. When paired, these two formats create a powerful synergy that leverages out-of-home data capabilities to refine audience targeting, optimize ad delivery, and seamlessly connect physical and digital consumer behaviours. 

In fact, 74% of mobile users take action on their devices after seeing a DOOH ad, according to the Out of Home Advertising Association of America (OAAA). Additionally, combining DOOH with mobile ads can extend campaign reach by up to 303% while increasing engagement by 46%, making this pairing a no-brainer for brands looking to maximize their ROI.

Let’s explore three key reasons why combining these channels is essential for maximizing reach, engagement, and return on investment.

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Extend audience reach and boost brand visibility

DOOH shines in high-traffic locations like shopping malls, transit hubs, and urban centers — public places where brands can engage with large, diverse audiences. By adding mobile advertising, brands can follow these consumers throughout their day, providing a consistent presence across physical and digital environments.

For instance, a dynamic DOOH campaign in a city center might grab the attention of office workers during their morning commute. Later, a retargeted mobile ad can nudge them with more information or a personalized promotion. This multi-channel approach not only increases brand recall but also drives meaningful engagement, with research from the OAAA finding that campaigns combining DOOH and mobile see engagement rates rise by up to 30%. Similarly, a study by Ocean Neuroscience found that consumers are 48% more likely to engage with a mobile ad after seeing the same campaign on a DOOH screen.

Case study: How foodora got creative with pDOOH + mobile

Back in 2018 (before contactless shopping solutions became the norm), foodora was popular for its food delivery service, but the brand’s pick-up option wasn’t as well-known. Determined to change this, foodora’s in-house programmatic marketing team decided to include digital OOH screens in their media campaign to build awareness of this feature amongst German consumers in a targeted way.

While screens helped the brand reach consumers within the heart of their busy business day, screen location was also used to trigger online and mobile campaigns. Using longitude and latitude data, those near a campaign screen were served an ad on their mobile phone to increase campaign reach and frequency. Serving 107,000 ads and reaching a million impressions, foodora’s multi-channel programmatic campaign was a success.

Tip: Geo-targeting is a proven way to connect DOOH and mobile ads. For example, a digital billboard promoting a store sale can trigger mobile ads with discount codes when users are nearby. This strategy aligns with research showing that 76% of consumers take action on their mobile devices after seeing a DOOH ad.

Increase engagement through interactivity

While DOOH grabs attention, mobile advertising turns that attention into action. By incorporating interactive elements like QR codes, NFC technology, or short links into your DOOH campaigns, you can invite audiences to engage directly with your brand.

Case study: Boehringer Ingelheim saw a +105% lift in purchase consideration with DOOH

Boehringer Ingelheim, a leading global pharmaceutical company, wanted to boost awareness and sales for its new pet antiparasitic product under the Frontpro brand, Frontpro Antiparasitic. Leveraging a mix of static and digital creatives, the OOH ads featured QR codes that encouraged audiences to interact with the content. Strategically placed in shopping malls and on outdoor screens near pet stores carrying the product, the ads maximized visibility and accessibility for pet owners. Read the full case study to see the results.

Interactive campaigns aren’t just engaging—they’re effective. Research from Nielsen and the Out of Home Advertising Association of America (OAAA) shows that 52% of viewers take action on their mobile devices after interacting with a DOOH ad, whether visiting a website, redeeming an offer, or making a purchase. 

Tip: Incorporate scannable QR codes on DOOH ads to provide instant access to deals or product details. For example, a clothing retailer might use a DOOH ad with a QR code to direct shoppers to an exclusive online sale, boosting both engagement and conversions.

Gain measurable insights with data-driven campaigns

Traditional OOH advertising has long struggled with measurability, but DOOH changes the game by providing real-time analytics on impressions, engagement, and audience reach. Pairing this data with mobile insights allows brands to track the full customer journey, from initial exposure to final action.

For instance, an OAAA and Nielsen study on digital out-of-home found that DOOH ads prompt over half of consumers to take actions on their mobile devices, including visiting websites, redeeming offers, or making purchases. This kind of cross-channel campaign integration unlocks campaign measurement, and improves metrics as diverse as brand awareness, ad recall, engagement, and even store visitation. In fact, the combination of OOH and mobile can drive store traffic 2.5x more effectively than either alone.

READ ALSO: Solidify your understanding of important DOOH metrics and learn how they can be used to measure different aspects of your DOOH campaign’s success

Case study: Samsung’s pDOOH + mobile retargeting campaign in Texas

Samsung was looking to increase brand awareness, consideration, and purchase intention for its Galaxy S21 smartphone in this booming region of the U.S. Partnering with Broadsign and the agency Cheil, they developed a programmatic DOOH strategy targeting specific audience segments. The campaign delivered highly-targeted impressions and included mobile retargeting, creating a seamless omnichannel experience. This strategy resulted in significant improvements in brand metrics and consumer engagement — plus, a 1.75x lift in in-store visitation.

Read the full case study to learn how Samsung’s pDOOH campaign used mobile retargeting to go big in Texas

Tip: Use mobile analytics to retarget users who engaged with your DOOH campaign. For instance, if someone scanned a QR code on a billboard but didn’t convert, follow up with a personalized mobile ad offering an additional incentive.

Why DOOH + mobile advertising is the future of cross-channel marketing

As consumers move seamlessly between physical and digital spaces, combining DOOH and mobile advertising provides the perfect opportunity to engage them at every touchpoint. With extended reach, interactive experiences, and measurable results, this pairing delivers a powerful way to boost engagement and achieve marketing goals.

Want to learn more about measuring and extending DOOH campaign performance?

Check out our measurement and attribution solutions tailored to your campaign goals.

Product News | October 11, 2021

Broadsign Previews Industry-First OOH AI Creative Categorization and Approval Assistant for its Programmatic SSP

New feature sets the stage for more automated, programmatic OOH creative approval workflows; accelerates campaign turnaround, enabling media owners to access untapped revenue

MONTREAL, Feb 5, 2025 – Live from its annual customer summit, Broadsign Connect, in Barcelona, Spain, Broadsign today unveiled a preview of an artificial intelligence (AI) powered creative categorization and approval feature coming to its out-of-home (OOH) advertising platform this spring. 

A first-of-its-kind development for the OOH industry, the Broadsign AI Assistant is a patent-pending tool designed to substantially reduce the time media owners spend on repetitive tasks such as reviewing, categorizing, and approving incoming ad creative from programmatic bids sent via demand-side platforms (DSP). It promises significant time and cost savings for media owners, as tens of thousands of unique OOH creatives are reviewed and categorized manually per month, with 100 percent year-over-year growth anticipated.

As ad creatives are submitted to the Broadsign Supply-Side Platform (SSP), the Broadsign AI Assistant will email media owners with category and approval suggestions for each ad. These recommendations are based on detailed creative analysis and learnings from the media owner’s existing inventory taxonomy on the direct-sales side of their business to enable cross-channel competitive separation. 

The technology scans the creative for inventory qualities like aspect ratio, resolution, profane language, and more, as well as objects that can provide insight into which category from the media owner’s taxonomy the creative best fits, like a car for an automotive category. Leveraging that analysis, the assistant then provides approval and categorization suggestions based on that data, which media owners can opt to approve, reject, or send to their team for closer review.

By automating the categorization process, the Broadsign AI Assistant can minimize common misclassification errors and quickly identify sensitive content that could hamper brand safety efforts, such as creative featuring alcohol for a screen near a school, or an ad that violates local laws, like a political ad for a display located next to a polling location. 

Broadsign fine-tuned and trained the large language model (LLM) behind the Broadsign AI Assistant using two years of categorization data aggregated from DSP bids received by Broadsign customers. Once live and in use, it will continue to learn and improve its recommendations based on each media owner’s specific categorization and approval practices.

“Automating OOH workflows is pivotal to the medium’s continued growth, and OOH categorization and approval is a great starting point. Today, the manual process ties up hours of cycles evaluating creative that may not even win the bid,” explained Broadsign VP of Products, Francois Hechme. “The Broadsign AI Assistant can process and categorize vast volumes of creative simultaneously to help teams keep up with programmatic demand, so they can spend more time building and nurturing media buyer relationships and improving reporting. We’ve designed it so that media owners retain control over when and how they use it, so it complements, rather than detracts from their work.”

The Broadsign AI Assistant is expected to launch in early Q2 of 2025 and will be available to customers using the Broadsign SSP and Header Bidder. For more information on the Broadsign Platform, visit: ​​https://broadsign.com/broadsign-platform/

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com

Product News | October 11, 2021

How automation will drive the next era of growth in out-of-home advertising

Booking an out-of-home (OOH) campaign today can sometimes feel like navigating a process from a different era. Despite the digital transformation reshaping industries, many OOH workflows remain surprisingly manual. Securing ad space often involves lengthy phone calls, email exchanges, and detailed negotiations with media owners. Adjusting campaign parameters—whether shifting dates, tweaking budgets, or swapping creatives—can trigger additional rounds of approvals and communication.

The demand for automation in OOH stems from these outdated and time-intensive workflows. Advertisers now expect seamless, omnichannel campaigns that integrate OOH with digital and programmatic channels, but outdated processes often hinder the speed and scale needed to meet these demands. Media owners, in turn, are seeking solutions that simplify inventory management, enhance operational efficiency, and enable faster transactions to keep pace with advertiser expectations and market demands.

Despite the efficiencies introduced by programmatic digital OOH (pDOOH), manual transactions still dominate. With much of OOH spend tied to static inventory unavailable programmatically,  95% of overall transactions are still managed manually. And according to MAGNA, the industry faces significant challenges to achieving true scalability and efficiency.

As other advertising channels embrace automation, OOH risks losing momentum if it doesn’t adapt. By modernizing its transaction processes, OOH can unlock its full potential, making the medium easier to buy and more attractive to advertisers navigating a fast-paced, data-driven world.

The growing demand for automation in today’s media landscape

Automation in OOH streamlines campaign planning, buying, and execution through technology and data-driven systems. Tasks like inventory management, creative approvals, and content submission are streamlined, freeing up valuable time and resources. With real-time data and programmatic tools, advertisers can make faster decisions, gain transparent insights, and execute campaigns with precision—maximizing impact and cost efficiency.

Programmatic buying has also set new standards for speed and efficiency across advertising channels. As brands familiar with automation in digital advertising now expect the same convenience from OOH, the medium must embrace data-driven campaigns and agility to stay competitive. However, manual processes struggle to keep up, especially as AI and real-time audience targeting increase the demand for measurable, impactful results.

Another key challenge is the inefficiency in aligning effort with campaign value. For example, executing a $50,000 campaign often requires the same manual effort as a $500,000 campaign despite the revenue difference. This imbalance highlights the need for automation to streamline workflows and allocate resources efficiently based on the actual value of each campaign.

Media owners can’t ignore the need to automate

Media owners who don’t automate risk falling behind in today’s fast-paced, data-driven market. Advertisers now prefer partners with automated systems that simplify transactions and enhance convenience, making manual workflows less competitive. Without automation, media owners miss out on revenue opportunities tied to real-time inventory demand and struggle in programmatic marketplaces. Streamlining processes and reducing manual tasks allows them to manage larger transaction volumes, unlocking scalability and growth potential.

“With so many smaller advertisers and campaigns entering the market, the revenue growth potential for OOH is high. But as an industry, we are already spending about 80% of our time managing about 15-20% of revenue,” says Gavin Lee, Senior Product Director at Broadsign. “This means we’re wasting valuable time that could be used selling and capitalizing on these new advertisers, and that has to change.”

Automation streamlines operations, reducing manual effort and enabling media owners to handle larger transaction volumes while focusing on high-value activities like client relationships and strategy. It also enhances accuracy, reduces errors, and ensures smoother campaign execution. By unlocking programmatic advertising, automation makes inventory more accessible across platforms, attracting more advertisers, boosting demand with advanced targeting, and achieving higher CPMs.

Transforming the OOH buying process for advertisers

Traditionally, negotiating with multiple vendors and managing RFPs has been a labour-intensive process. Automated platforms centralize these interactions, enabling buyers and sellers to collaborate directly, adjust proposals, negotiate terms, and finalize plans without the hassle of endless email chains. Advertisers especially value this flexibility when last-minute changes arise in omnichannel campaigns, as automation supports real-time adjustments to budgets, creative assets, and targeting.

Automation will transform how media buyers approach OOH campaigns, streamlining workflows and reducing inefficiencies. With real-time access to inventory, buyers can evaluate options across markets, visualize coverage areas, explore audience insights, and filter selections to meet specific campaign goals. By eliminating back-and-forth communication and time-consuming data gathering, the buying process becomes faster, more efficient, and tailored to advertisers’ needs. Beyond efficiency, automation enables greater transparency and trust between buyers and media owners by providing clear insights into pricing, inventory availability, and performance. It levels the playing field, ensuring that smaller campaigns receive the same attention and care as larger ones, making OOH a more accessible and equitable option for advertisers of all sizes.

If the industry embraces automation for in-advance static and digital OOH transactions, it can unlock more time for strategic, high-value work on the agency side. By eliminating repetitive tasks, advertisers and agencies can focus on meaningful conversations and crafting impactful campaigns instead of managing logistics. A unified approach to automation is key to driving innovation and ensuring OOH remains an efficient, accessible, and results-driven advertising channel.

The future of automation

The success of automation hinges on achieving a balance between efficiency and maintaining valuable relationships. While automation streamlines processes and eliminates inefficiencies, it’s equally important to preserve the human touch that drives creativity and trust within the industry.

Embracing automation now ensures OOH remains competitive in an ever-evolving advertising landscape, positioning it as a go-to channel for data-driven campaigns. By adopting the right tools and strategies, the industry can free up resources for high-value, strategic work while fostering meaningful collaboration between media owners, buyers, and advertisers. Ultimately, automation isn’t just about efficiency—it’s about creating a future where innovation and human connection coexist seamlessly.

Want to grow your out-of-home network? Learn more about the Broadsign Platform

Product News | October 11, 2021

OOH strategies to amplify your Big Game ad campaign

The final showdown of the football season is more than just a sporting event—it’s a cultural phenomenon that influences everything from recipes and social gatherings to music, fashion, politics, and, of course, advertising.

The Big Game’s TV ads have become an event unto themselves, and a significant draw of viewers. In fact, 46% of viewers are more excited about the commercials than the game itself. 

Last year, the Big Game was the most-watched broadcast in history, with an average of 123 million viewers across all platforms. The increased attention to advertising during the event is a golden opportunity for brands seeking visibility, but TV campaigns aren’t the only way to capitalize on the buzz. 

By pairing the wide reach of TV with the targeted precision and real-world impact of out-of-home (OOH) advertising, brands can create a campaign that drives both awareness and action.

The strategic advantage of OOH advertising

Airtime during the Big Game is highly coveted, and it doesn’t come cheap. 

While the Big Game has long been considered the pinnacle of advertising, times are changing. Advertisers face challenges beyond reaching consumers—they must find a way to cut through the noise and leave a lasting impression. Consumers want to build a relationship with a brand before they buy, which is difficult to achieve with a single 30-second ad. 

True customer loyalty is fostered through consistent interactions with a brand across multiple touchpoints. Research from Qualtrics tells us that it takes 5-7 impressions to make a lasting impact and build brand awareness. This is why the most effective campaigns adopt an omnichannel approach.

Brands are increasingly turning to OOH for its unique ability to deliver targeted messaging based on location and context, helping create truly immersive customer experiences. 

Whether or not you plan to invest in airtime, integrating OOH into your campaign planning will only enhance its effectiveness, amplify your reach, and inspire consumers to take action.

Turn game-day buzz into long-term brand impact

While game-time ads still make an impression, their overall impact is short-lived. Reaching audiences—especially younger ones like Gen Z—requires more than just a TV commercial. With streaming platforms like Paramount+ offering interactive, targeted ad opportunities, the shift to streaming is reshaping how brands engage consumers, and digital out-of home (DOOH) is leading the way.

Recent research measuring the impact of a 30-second Super Bowl commercial against a month-long DOOH campaign found that:

  • DOOH delivers 7.5X greater reach and 
  • 10X better CPM value in the top 25 U.S. markets.

With nearly 1 billion impressions at a fraction of the cost, DOOH offers unmatched reach and value, far surpassing the Super Bowl’s estimated 123 million viewers. 

Hy-Vee supermarkets show their support for the Kansas City Chiefs

Research from the OAAA and The Harris Poll demonstrates DOOH’s unmatched ability to engage consumers and spur them to action:

  • 76% of consumers say a DOOH ad recently prompted them to take action
  • 74% of mobile users acted on their devices after seeing a DOOH ad

What’s more, DOOH has the highest ad recall of any major media, peaking at 86%, further proof that ad campaigns that incorporate OOH are more likely to leave a lasting impression.

Connecting with consumers through omnichannel campaigns

Today’s consumers expect seamless brand interactions across all channels. An omnichannel strategy helps you connect with your audience wherever they consume content, creating a more immersive brand experience.

Brands seeking to maximize the impact of their advertising efforts around the Big Game should consider a comprehensive, omnichannel approach that includes pre-game OOH, real-time updates, and post-game messaging.

BetMGM drives awareness for its online sportsbook

A savvy omnichannel strategy could include updating DOOH ads in real-time to highlight product availability in nearby stores or integrating social media elements to boost online engagement, especially among younger fans. For example, QR codes on OOH ads can direct consumers to online offers, bridging the gap between physical and digital spaces.

A report from the OAAA found OOH ads can amplify the reach of other major media channels to more than 90 percent. Using OOH alongside TV, brands can extend their reach and create an immersive experience that converts consumers into loyal customers.

How local businesses can benefit from DOOH

For local businesses, major events bring a wave of new faces—not just stadium-goers but also tourists eager to join in the festivities. To make the most of this influx, businesses should aim to engage consumers from touchdown to takeoff, and every moment in between.

This creates a prime opportunity to leverage local OOH advertising—like kiosks and digital billboards—at high-traffic locations like airports, transportation hubs, and popular tourist spots. 

By connecting with customers as they arrive, you engage them at the perfect moment—when they’re still making plans and deciding where to go. It’s a prime opportunity to influence their decisions and direct them to your business. 

Local bars, restaurants, and hotels can boost foot traffic by hosting a viewing party or offering promotions like discounts, free giveaways, or special menu items. OOH can help spread the word and draw people in. 

The dynamic nature of sports events means that things can change at a moment’s notice. Programmatic digital out-of-home (pDOOH) allows local businesses to sync their content with live game updates or countdowns so everyone feels like they’re part of the action. 

OOH’s sustained, location-based advertising capabilities help local businesses continue to capture attention even after the game is over, capitalizing on the crowds and creating a lasting impression.

Amplify your brand during major sporting events and beyond

As consumer engagement with ads evolves, OOH offers a powerful way to meet these new expectations. With OOH, you can go beyond the limits of a 30-second TV spot and tap into opportunities to expand your reach and connect with your audience wherever they are.

Ready to revamp your advertising campaign for next year’s Big Game? Get started with programmatic DOOH!

Product News | October 11, 2021

Why flexibility is the future of OOH

The advertising industry is undergoing a seismic transformation, with digital channels reshaping the landscape and dominating ad spend. With their ability to deliver granular audience targeting, real-time analytics, and dynamic scalability, digital advertising has set a new standard for the industry. Moreover, they have transformed how ads are created and delivered while redefining consumer expectations, forcing advertisers to adopt innovative and agile strategies to stay relevant in the digital age.

Looking at Group M’s This Year Next Year: 2024 Global End of Year Forecast, digital advertising has emerged as the largest segment of global advertising revenue, poised to account for 72.9% of total ad spend by the end of the year and an estimated 76.8% by 2029. As digital channels continue to dominate ad spending, out-of-home (OOH) advertising finds itself at a pivotal moment. It’s never been more important for OOH to modernize and embrace flexibility, adopt innovative technology, and meet the evolving expectations of modern media buyers. 

The challenge: Adapting to digital-first demands

Addressable advertising—where personalized messages are tailored to specific audience segments—has become the norm, reshaping expectations across all media formats. Advertisers today, particularly those well-versed in digital-first strategies, now expect:

  • Data-driven insights: Modern advertisers demand detailed, real-time audience metrics and campaign analytics to optimize performance and demonstrate ROI. These insights, ranging from demographic profiles to behavioral trends, are critical for refining media plans and proving the value of ad spend.
  • Real-time adaptability: In a fast-paced digital environment, advertisers value the ability to pivot campaigns instantly with minimal friction. Whether responding to market changes, consumer feedback, or unexpected events, this level of flexibility is non-negotiable.
  • Accountability: The modern media buyer prioritizes measurable outcomes. Every campaign must demonstrate its impact, whether through foot traffic attribution, engagement rates, or sales lift, ensuring every dollar spent is justified and effective.

While OOH advertising retains its enduring strengths — such as broad reach, unmissable visuals, and premium placement — combining these core strengths with the granularity, responsiveness, and transparency would make the medium more easily accessible to digital-native buyers.

The OOH advantage: Connecting the physical and digital

OOH’s core strength is its ability to reach audiences in the real world, delivering messages in moments that matter—whether during a morning commute, while shopping, or at a live event. With the added agility enabled by its digital transformation, OOH has become more dynamic than ever. Advertisers can now run campaigns that respond to live events and trends, adapt to environmental factors like weather, and update creative dynamically to keep messaging fresh. We’ve seen some iconic examples of this in 2024, which we highlighted in this blog, but here are a few examples:

Decathlon turned outages into adventures

When the world was hit by a major IT outage in July, sporting goods retailer Decathlon turned a tech fail into a win with a witty DOOH campaign. Mimicking Microsoft’s error screen message (infamously dubbed the ‘blue screen of death’), the brand switched its OOH buys within 24 hours of the crisis.

H&M and Charli XCX dazzled with their surprise Times Square takeover

In November, H&M pulled off an unforgettable Times Square takeover with a surprise collaboration featuring global popstar Charli XCX. The event celebrated the re-opening of H&M’s flagship Times Square store and the launch of its Holiday collection, blending music, fashion, and bold OOH to create a can’t-miss spectacle. With just 30 minutes’ notice shared via social media and in select H&M stores, thousands of fans rushed to the heart of New York City to catch the show.

This unique ability to resonate in physical spaces makes OOH indispensable, especially when paired with advancements, like unified audience measurement with impression-based metrics that help bring OOH in line with digital standards, and flexible buying, which allows advertisers to activate and adapt OOH campaigns on the fly, and data from mobile devices, geolocation services and others to deliver personalized content to specific audience sets. 

Selling the future: rethinking the OOH playbook

Despite the many advancements brought on by OOH’s digital transformation, to thrive in today’s fast-evolving advertising landscape, media owners must shift from a traditional sales approach and align with the needs of modern buyers. While this shift won’t happen overnight, here are a few strategies that media owners can start with: 

Flexible and tailored buying options

Providing customizable packages based on specific audience segments, geographic locations, or unique campaign objectives can help reinforce your network’s value and effectiveness to advertisers. Giving advertisers the ability to build a campaign that fits their unique goals not only delivers more pointed results but also allows you to charge premium pricing for custom campaign setups.

Agile campaign delivery and management

The ability to accommodate creative, non-standard campaigns not only builds trust with advertisers but also positions OOH as a flexible and adaptable medium. Offering flexibility in campaign duration, placements, and messaging allows you to deliver OOH campaigns that reflect the precision and responsiveness of digital-first strategies. 

Technology-driven optimization

Adopting technology-driven optimization will be pivotal in transforming OOH into a smarter, more competitive medium. This includes data-triggered campaigns that allow advertisers to target specific audiences and behaviours, dynamic pricing models that adjust rates based on demand and performance to drive revenue, and real-time campaign optimizations to meet targets while maximizing fill rates. Finally, combining these capabilities with robust analytics and reporting tools that demonstrate performance will turn OOH into a modern, indispensable part of any media strategy. 

Staying ahead: Strategies for long-term growth

To secure its position as an essential advertising medium, OOH media owners should build a culture of experimentation and continuous improvement, embracing new technologies and shifting market dynamics. Here are a few strategies to drive long-term growth:

Balance stability and agility

Combine traditional, slot-based campaigns with dynamic, flexible placements. This dual approach allows you to ensure stable revenue streams by maintaining relationships with existing advertisers, while opening new revenue streams by attracting advertisers seeking flexibility for short-term or event-driven OOH campaigns.

Cultivate adaptability

Foster a mindset of flexibility within your teams and processes. This includes rethinking traditional sales models to offer more customizable packages and pricing structures, as well as continuously integrating new technologies and capabilities that enable flexible selling strategies. 

Strengthen cross-channel integration

Make your inventory easier to buy to foster collaboration with digital platforms that create unified, multi-channel campaigns, seamlessly connecting OOH with online and mobile experiences. Offer attribution metrics that demonstrate how OOH drives brand awareness, sales, and online engagement.

Enhance measurement and accountability

Standardize impressions-based metrics and provide transparent reporting that demonstrates results, aligning OOH with the accountability of digital advertising. Incorporate real-time dashboards that allow advertisers to monitor campaign performance and make adjustments as needed.

Leverage AI and automation

Begin evaluating how new technologies, like AI and automation, can help make operating your network more efficient. For instance, leveraging AI to accelerate manual-heavy processes, like reviewing and analyzing vast data sets or conducting creative optimization. Implementing automation to make purchasing OOH inventory as seamless as digital ads can also increase efficiency and open up inventory to new buyers. 

The road forward

The future of OOH advertising isn’t just about surviving in a digital-first world; it’s about thriving by embracing change. By leveraging new technologies, offering greater flexibility, and prioritizing audience-focused strategies, OOH can continue to grow and capture the attention of advertisers seeking impactful and dynamic ways to reach their audiences. The future of OOH is undoubtedly bright, but unlocking its full potential requires a shift in mindset and a willingness to embrace new approaches to selling and delivering value.

Want to adopt flexible selling strategies but don’t know where to start? Learn more here.