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 Quan Media Group‘s, CEO, Brian Rappaport, 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 Brian’s Q&A in The Drum.
What excites you about OOH right now?
For me, it’s that brands aren’t looking at OOH just an an awareness play anymore. There are tried and true ways to measure the effectiveness of the channel, and brand marketers who used to shy away from OOH are now opening up. We’re seeing more and more “first time” brands not only dip their toe but take full dives into the channel and it’s pretty amazing.
What message do you have for brands that haven’t bought OOH before?
Don’t look at OOH apples to apples compared to other performance media channels. You need to be open minded, craft true KPI’s and find a tried and true OOH specialist – not just a platform – that can help you build out a learning agenda. Be confident, test and optimize. You’ll ultimately see results.
What’s the next big thing for OOH?
Scent and sound. I think we’re going to see brands playing with scent and sound, especially in major street level cities. As such you’ll see street level networks expand their capabilities creating a more immersive environment.
Published: September 4, 2024