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 spotlight OOH industry insights from John Miller, EVP of Sales & Marketing, Lamar and new OAAA Hall of Fame inductee. He shares what energizes him about OOH, advice for first-time advertisers, and his perspective on where the industry is headed.
Read John’s Q&A in The Drum.
What excites you about OOH right now?
I am most excited that the long-held perception of OOH as being hard to measure is finally being shattered. With increased frequency, clients are coming to us for attribution studies. The results are speaking volumes, demonstrating that OOH is measurably driving web traffic, foot traffic, and conversions. We’re not just building awareness – we’re proving ROI, and that’s changing how brands view the entire media mix. For example, Lamar recently partnered with InMarket to evaluate the impact of a nationwide QSR campaign. The results revealed that traditionally bought OOH outpaced all other media in driving foot traffic lift during the first quarter of this year. It’s powerful confirmation that OOH not only works, it can compete and win across key performance metrics. I’m equally excited by the realization that buying OOH, traditionally or programmatically, doesn’t have to be an either-or decision. Traditional buying still delivers the broad reach and frequency for which OOH is known, while programmatic leverages powerful data to strategically complement the permanent buy. When used together, the outcome is a smarter, more dynamic OOH plan that builds brand presence and adapts in real time to shifting audience behaviors. It’s not about choosing one over the other – it’s about unlocking the full potential of both.
What message do you have for brands that haven’t bought OOH before?
Brands should look to local attorneys for inspiration. Local attorneys rely on billboards to stay visible, build trust, and own their territory. These same principles apply to a local shop or a national brand launching in a new market. OOH helps establish a presence quickly and credibly. Factor in today’s audience data and any OOH buyer can target behaviors, tailor messages to each market, and deliver creative that truly connects and extends beyond blanket exposure. If you are a brand that hasn’t bought OOH before, now’s the time to learn what local lawyers already know and see how powerful and effective it can be.
What’s the next big thing for OOH?
The next big wave in OOH advertising is the arrival into the space of new business verticals like Pharma, CPG, and issue-driven political campaigns. What’s attracting them? Improved audience data, rich consumer insights, and the digital flexibility of today’s OOH. Capturing just a small share of the Pharma industry’s massive ad spend could significantly boost OOH revenue. As these sectors tap into the power of location-based messaging and measurable impact, they will further redefine what’s possible with OOH and open the door to explosive growth.
How do you see the power of local continuing to drive the growth and relevance for OOH?
Local advertisers have long understood the power of OOH as a channel that is visible, trusted, and part of the everyday landscape of their communities. Now, national brands are recognizing this as well, using OOH to “go local” with market-specific messaging that truly resonates. In a world hungry for authenticity, the ability to connect with audiences in real life and in the context of where people live, work, and move is fueling OOH’s continued growth. It’s not just about scale anymore; it’s about relevance. And that’s where OOH’s local power shines.
Published: June 9, 2025