Every month, OAAA’s marketing team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry.
Read Bennett’s Q&A in The Drum.
What excites you about OOH right now?
I’m excited to see the conversation has moved from media buying to media and marketing solutions.
We’re not just helping brands complete a media plan. We’re helping them create brand experiences. Our assets are targetable, trackable, and can now be measured in a common currency that shows true value alongside every other channel in the mix. That’s a fundamental shift in how mobility marketing gets evaluated, and it earns us a seat at the planning table from day one.
On the marketing solutions side, brands are bringing their biggest creative ambitions to mobility platforms. A fully wrapped fleet of double decker buses is a breakthrough launch day activation. A custom mobile experience that meets customers where they live is a one-of-a-kind sampling solution. These are executions that generate earned media, social sharing, and lasting recall in ways no other format can replicate.
The combination of measurable media performance and unmatched creative possibility is what makes this moment fun. We’re no longer just part of the plan — we’re helping shape it.
What message do you have for brands that haven’t bought OOH before?
Mobility marketing completes your media buy.
It brings three things to a media plan: exclusive coverage, efficient reach, and impactful messaging.
Mobility marketing goes where other media can’t. A double decker bus moving through New York City, a custom coach across Los Angeles, or a wrapped transit train in Dallas reaches neighborhoods, blocks, and highways that no static placement can access. That exclusive coverage cannot be bought any other way.
Mobility is also efficient. For the same investment, a vehicle that rolls through a city reaches a far bigger audience than one that stands still, generating incremental reach that your other media simply aren’t touching.
And it’s impactful. When a large format ad rolls in front of you, it breaks through the clutter and you are much more likely to remember it. OAAA research shows that moving messages are four times more likely to be recalled than static ones. That’s not a marginal difference. That’s a fundamentally more powerful impression.
Mobility marketing fills the gaps and completes your media plan in a meaningful way.
What’s the next big thing for OOH?
Measurement. Specifically, the ability to transact on CPMs — the same currency used across every other channel in a media plan.
This is what gives us a real seat at the table. Not as an afterthought added once the digital plan is set, but as media evaluated on the same criteria and included in the strategy from day one. When planners and buyers can look at mobility marketing alongside digital video, social, and display on a common framework, the conversation changes. It stops being “should we add OOH?” and starts being “how much OOH belongs in this plan?”
That’s exactly why we partnered with Reveal to create an impression-based currency for mobility marketing. Our clients and agency partners can now plan, buy, and evaluate mobility marketing with the same rigor and confidence they bring to every other channel in their mix — with precise audience measurement, reach and frequency modeling, and transparent reporting across the full campaign lifecycle.
The difference between OOH’s proven impact and its share of media investment has partly been a measurement story. Impression-based selling changes that. At Vector, we’re not waiting for this to happen. We’re building it.
How do you see moving media uniquely shaping the future of brand storytelling, audience engagement, and media effectiveness in today’s marketing landscape?
In an increasingly digital, AI-driven world, real-world media is more valuable than ever.
We are surrounded by screens, algorithms, and AI-generated content at every turn. Consumers are getting more sophisticated at tuning it out. But when a brand shows up in the real world — on the street corner, in the neighborhood, part of someone’s daily journey — it lands differently. It’s tangible, it’s real, and it’s impossible to scroll past.
Mobility marketing meets people where they actually live, work, and play. A branded custom coach moving through a city isn’t just delivering an impression. It’s showing up in someone’s day in a way that creates a genuine brand presence.
That presence does two things. As a media solution, it completes your reach strategy by going where no other channel can. As a marketing solution, it’s an impactful creative canvas for your brand to engage with your audience. A fully wrapped double decker bus isn’t an ad unit. It’s a brand moment that generates conversation and is shared socially. An experiential activation takes this a step further and creates a memorable brand connection.
And now, for the first time, all of that can be measured in CPMs – the same currency as every other channel – to show relative value. As our world becomes ever more digital and artificial, the brands that show up authentically in people’s real lives, and can prove it, will stand apart.
Published: May 28, 2026