What excites you about OOH right now?
What excites me most about OOH right now is that we are finally at the point where the industry’s potential and the broader media landscape are starting to align.
OOH has always had something incredibly powerful, the ability to reach real people in real environments with meaningful attention. What is changing now is that automation, programmatic access, and omnichannel buying are making that capability more accessible and more scalable than ever before.
At the same time, you are seeing real shifts across traditional digital channels. Fragmentation, signal loss, and the impact of AI are creating pressure on the open web and other digital environments. That is leading brands to look for channels that offer both trust and presence.
OOH sits right at the intersection of those needs.
For me, the excitement comes from the fact that this is still largely untapped. The channel has not yet reached its full role within the media mix, and the tools now exist to help it get there.
What message do you have for brands that haven’t bought OOH before?
The biggest message is to give OOH a real test, and to think about it differently than it may have been positioned historically.
OOH does not need to be a single, high-impact moment. It can be a scalable, measurable, and performance-oriented part of your overall media strategy.
There is a significant body of evidence showing that OOH drives incremental reach, improves outcomes, and enhances the effectiveness of other digital channels. The most sophisticated marketers are already using it that way.
I would encourage brands to think in terms of how their audience actually moves through the world. Not just where they are online, but where they live, shop, work, and spend time.
That opens up a much broader set of opportunities, from residential and office environments to retail, healthcare, and fitness.
OOH today represents a very small share of overall media investment. That is not a reflection of its impact. It is a reflection of how it has historically been positioned. For brands willing to test and learn, there is a meaningful opportunity to unlock value.
What’s the next big thing for OOH?
The next big thing for OOH is not a new capability. It is a shift in how the channel is positioned within the broader media ecosystem.
We often point to programmatic, data, and measurement as the future. These are already in place. The real shift happens when OOH is consistently positioned and evaluated alongside other major media channels in how budgets are allocated. That means competing not just within OOH, but for share of digital video, display, and other scalable media investments.
OOH is uniquely positioned to do that because it combines the physical presence and attention of the real world with the flexibility and targeting capabilities of digital.
As that shift happens, OOH moves from being an experimental or incremental channel to one that plays a central role in both brand building and performance.
That is where the real growth comes from.
As programmatic becomes a bigger part of OOH, what will enable the industry to deliver more scalable, seamless execution for brands and agencies?
The infrastructure for programmatic OOH is already well established. The platforms, integrations, and access points exist.
What enables the next phase is making that ecosystem easier to understand, easier to plan against, and more consistent in how it is presented to buyers.
That includes ensuring that the signals already available, from audience data to contextual information and measurement, are consistently surfaced and easily understood so they align with how buyers evaluate other digital channels.
It also requires ongoing education. There is still a perception gap between what is possible in programmatic OOH and what many buyers believe is possible.
There is significant scale available, billions of impressions, hundreds of media owners, and the ability to execute across multiple transaction types within the same workflows used for other digital media.
As an industry, our responsibility is to make that as intuitive and seamless as possible so that OOH feels like a natural extension of how brands already plan and buy media.
When that happens, scale follows.
Published: April 17, 2026