Out of Home Goes High Tech

Billboards are on the move.

Out-of-home (OOH) advertising has long been a way to reach audiences where they’re at – whether that’s behind the wheel, on transit or in a shared public place.

But like many forms of advertising and customer connection, OOH outreach efforts are undergoing a decidedly digital evolution.

Digital OOH advertising was 10% last year and saw similar gains in the beginning of 2024.

Why is DOOH taking off? Cheap screens and data – lots and lots of data.

It’s easier and cheaper to put screens in more places. In the most high-profile examples, entire venues like The Sphere in Las Vegas are basically screens, while brands like Coca Cola are letting people play retro video games on billboards in Times Square.

A Screen Worth a Thousand Words

The ubiquity of screens is redefining how – and where – brands can reach audiences. Venues, kiosks, even grocery store shelves are becoming powerful places to connect with audiences and advance the sales journey.

Traditionally, OOH advertising efforts were focused on top-of-funnel activities like amplifying brand awareness and trust. Today, increased amounts of data is shifting that strategy. QR codes and easy URLs are closing the gap between DOOH and traditional digital advertising centered on mobile devices.

At the same time, brands can tailor their DOOH ads’ creative and placement based on a wide range of factors, from audience demographics to the weather forecast. Per a recent survey from the Out of Home Advertising Association of America (OAAA):

“Weather-responsive advertising also emerges as a game-changer, with 81% of respondents finding ads with product offers related to current weather conditions, like temperature or precipitation, highly relevant and useful.”

That kind of tailored messaging demands a new kind of thinking from communications pros when it comes to how and where personalized and tailored connections can advance your story.