Read Sam’s Q&A in The Drum.
What excites you about OOH right now?
The industry is finally opening up, and two transformative shifts are happening at the same time.
First, media owners are making their inventory accessible to advertiser in real time through MilkMoney. Several of the largest media owners have already made their assets available through API connections, with many more on their way. Media owners are also allowing national advertisers to transact directly through MilkMoney outside their traditional agency of record relationships, business which was previously turned away to protect agency relationships.
Second, national advertisers like Apple, Nike, Coca Cola, Burger King, Adidas, Calvin Klein, and Tommy Hilfiger, who once relied almost entirely on agencies to plan and buy OOH are increasingly becoming more comfortable managing campaigns themselves through our self-serve platform, proving that even the most sophisticated brands value speed, and a frictionless user experience.
What message do you have for brands that haven’t bought OOH before?
Don’t overthink it. Roughly 75% of MilkMoney customers are new to OOH, so whether it’s budget, experience, or uncertainty around how to get started, you’re not alone. We’ve built our platform to make it easy for any brand to discover, plan, and book campaigns with confidence.
We’ve helped some of the most exciting brands in the world, including Polymarket, Rhode Beauty, Fenty Beauty, Rare Beauty, Khloud Popcorn, 818 Tequila, Reformation, AMIRI, Fear of God, and Dr. Squatch launch their very first OOH campaigns. Many of them came in with the same questions and hesitations, and quickly realized how powerful it can be.
OOH delivers something that digital channels struggle to replicate, real world presence. It signals credibility, scale, and confidence in a way digital channels simply can’t. Beyond that, it creates moments. Great placements turn into social content, generate press, spark fan engagement, and drive measurable traffic to retail and online.
What’s the next big thing for OOH?
Making OOH feel as accessible, measurable, and effective as digital.
For over a century, OOH was slowed by manual workflows, fragmented inventory, and limited transparency due to agency gatekeepers. MilkMoney has changed all of that by consolidating access and giving advertisers the ability to discover, plan, and book campaigns in real time and at scale.
Now AI is helping us take it even further. We’re using it to help our developers build tools faster, generate smarter planning recommendations based on real data that outperform human media planners, and help advertisers automatically format their creative assets across all OOH formats instantly, limiting the need for a creative agency or an art department.
What shifts are you seeing in how OOH is bought and planned, and how are brands responding?
The planning phase for OOH campaigns is shrinking from several months to just a few weeks. Advertisers are moving away from long-term permanent boards and embracing more flexible buying, exploring a wider range of formats, markets, and short-term “drop” campaigns instead of evergreen placements.
At the same time, an increasing number of advertisers, including large national brands, are taking a more hands-on approach, working directly with media owners, smaller agencies, or MilkMoney, rather than relying solely on traditional agencies owned by holding companies.
Published: March 24, 2026