Every month, OAAA’s editorial team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry. This month, we sat down with BIG Outdoor‘s President Bill Tagliaferri, who discussed what excites him about OOH right now, his message for brands that haven’t bought OOH before, and what’s next for the industry.
Read Bill’s Q&A in The Drum.
What excites you about OOH right now?
It’s incredible to think about how far OOH has come since I first started in the industry. Back then, most inventory was static, with only a handful of digital billboards beginning to emerge. Permitting was like the Wild West—New York City was filled with massive scaffolding ads and unregulated billboards. Today, what excites me most is the evolution of signage and the capabilities of digital displays.
Digital OOH has completely changed the game. It offers seamless activation, dynamic and engaging creative opportunities, and elevates the look and feel of properties. It also opens the door to programmatic buying, which continues to gain momentum.
Additionally, there’s a new level of thoughtfulness in how inventory is developed—cities and real estate owners increasingly recognize that OOH is an integral part of the urban landscape. While zoning and permitting remain a challenge, they’ve pushed us to create best-in-class formats that provide high-quality canvases for brands that trust us with their OOH initiatives.
What message do you have for brands that haven’t bought OOH before?
I may be biased, but I truly believe OOH is one of the most powerful ways for brands to build recognition. In today’s world, consumers are bombarded with content across social media, streaming platforms, and digital advertising. The OOH industry offers something different—it’s unavoidable and woven into the fabric of daily life.
Innovative brands of all sizes understand that OOH is where they make their presence known, taking over cityscapes and becoming part of the cultural conversation. Whether it’s a massive takeover in Times Square, a high-impact billboard on Sunset Blvd, or a dynamic activation, OOH allows brands to insert themselves into the real world in a way that no other medium can.
What’s the next big thing for OOH?
Programmatic OOH continues to grow, making it easier for brands to execute data-driven, flexible campaigns. But beyond that, we’re seeing a surge in 3D and anamorphic creative, particularly on high-resolution curved and corner-wrapped digital displays. These executions create jaw-dropping illusions that not only capture attention in person but also explode on social media, giving brands the kind of viral impact that extends far beyond the physical location.
As digital signage technology advances, we’ll continue to see brands push creative boundaries, turning billboards into immersive brand experiences. The best OOH campaigns today aren’t just seen—they’re shared.
How do you decide which locations to invest in, and what are the core components that shape your development strategy?
BIG Outdoor’s development strategy always starts with location—visibility and uniqueness are key. We look for inventory that delivers high impact for brands and aligns with the audiences they want to reach. From there, we analyze the surrounding OOH landscape, assess potential clutter, and work closely with our sales team to determine value.
We don’t just take over existing signs—we reimagine them. Our goal is to create something new and exceptional for the marketplace. Over the past few years, we’ve worked closely with major cities to develop unparalleled inventory in some of the most iconic locations in the country. In 2024 alone, BIG launched standout projects in San Diego, on Sunset Blvd, and completed an incredible new media platform in Santa Monica, a market with historically limited OOH opportunities.
As the OOH landscape continues to evolve, our strategy will evolve with it—but one thing will never change: location is everything.
Published: February 13, 2025