Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion

From Thinx's provocative subway ads to Casper's Broadway-inspired billboard campaigns, the goal for many out-of-home campaigns has long been to get more people to remember their brand, share photos of the activations in social media.

Now, companies are using outdoor advertising to target particular groups of shoppers, and help drive sales by running OOH campaigns in areas that are close to where products are stocked.

Read at Modern Retail