Olivia Oshry from the Out of Home Advertising Association of America discussed the evolution of out-of-home advertising at Possible in Miami. Once viewed merely as static billboards, this channel has transformed into a dynamic and data-driven medium, achieving $9 billion in revenue. Research indicates that 86% of adults take action after seeing out-of-home ads, demonstrating their effectiveness. Additionally, Oshry highlighted the connection between retail media and out-of-home, suggesting their integration is key for brands. This evolution signifies that the definition of out-of-home is expanding beyond traditional formats.
That growth, Oshry argues, isn't just down to habit or nostalgia - it's driven by performance. 86% of adults take action after seeing a sit-down restaurant out-of-home ad.
Oshry points out that out-of-home's resurgence isn't happening in isolation and is increasingly aligned with retail media - another of the industry's favorite new toys.
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