Out-of-home (OOH), in its current form, is more dynamic than ever. The use of space to create magical experiences for consumers is more common than ever—and a boon for brands and advertisers.
PJX Media CEO Rick Robinson and Zambezi Chief Media Officer Grace Teng join us for a thought experiment.
What if OOH never existed? What would it look like if it were invented today?
This compelling conversation touched on several topics, including:
Reimagining Out-of-Home Advertising: This idea focuses on what OOH advertising would look like if it were created in the current era and how it could evolve with new technology and digital advancements.
Responsibility in Public Spaces: What responsibility do OOH advertisers have toward public spaces? Reducing visual pollution and balancing commercial with non-commercial messaging to enhance public environments are key elements.
Importance of Digital and Static Balance: Digital OOH offers myriad benefits, such as flexibility and precision, but static billboards remain critical. Both formats can complement each other to create impactful advertising campaigns.
Integration with Civic Needs: OOH must serve both commercial and civic purposes, proposing a more integrated relationship between cities, advertisers, and public messaging.
Legislation and Sustainability: Local legislation on OOH advertising suggests that future OOH initiatives should focus on sustainability. This could include repurposing materials and using energy-efficient digital screens.
Creative and Technological Innovations: Innovative technology, such as augmented reality (AR) and interactive digital screens, can enhance OOH advertising. OOH has the potential to rise like television in the 1950s, becoming a central medium in public engagement.
Effective Use of Public and Private Partnerships: OOH space has positive outcomes for nonprofit causes, showing how strategic partnerships can benefit both advertisers and communities.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
