Every month, OAAA’s marketing team sits down with a brand marketer to discuss creativity in OOH, the role OOH plays in the media mix, and their perspective on the future of advertising. This month, Stefani Fleurant, EVP, Sports & Lifestyle Marketing, Authentic Brands Group, shares how to balance creativity and data in marketing and how she sees the future of advertising evolving.
Read Stefani’s Q&A here.
What role does out of home play in your media mix?
OOH continues to be a powerful storytelling tool. For a portfolio as broad as ours, it lets us build cultural moments at scale – whether that’s wild postings in SoHo, airport takeovers, or Times Square dominations. It grounds our campaigns in the physical world while amplifying everything we do digitally. OOH consistently delivers that rare combination of cultural credibility and broad reach.
How do you approach creativity in OOH advertising across formats?
We see OOH less as a “format” and more as a stage. The creative approach is about tailoring the idea to the environment: big, cinematic takeovers in urban centers , playful, interactive placements in neighborhoods, VFX-led extensions that spill into social. At its best, OOH isn’t just a backdrop – it sparks conversations, drives content creation, and fuels cultural buzz. That’s when it moves from media buy to cultural moment.
What challenges do you face in balancing creativity and data in marketing?
The challenge is less about balance and more about integration. We’ve built real-time dashboards and AI-driven analytics that measure creative impact beyond impressions – tracking engagement, earned media value, and ultimately retail lift. The key is letting data sharpen and scale creativity, not restrict it. When we get it right, creativity drives emotion and culture, while data ensures we maximize impact and prove ROI.
How do you see the future of advertising evolving?
The future of advertising will be defined by creators, AI, and the emergence of new platforms. Consumers no longer think in channels (OOH, TikTok, retail, entertainment, and talent all blend into one experience). What’s changing is the speed and scale at which ideas travel, powered by technology and cultural voices. What won’t change is the need for authenticity. The brands that win will be those that create cultural relevance and connect meaningfully with consumers across every touchpoint, from billboards to livestreams to retail shelves.
Published: October 17, 2025