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
Read Christine’s Q&A in The Drum.
What role does out of home play in your media mix?
Outdoor plays a unique role in driving reach because it brings brands into the physical world and creates a sense of scale, cultural relevance and presence that is difficult to replicate in other channels.
What’s particularly exciting is how the medium continues to evolve. Digital OOH, programmatic capabilities, more sophisticated audience data and better measurement are giving us greater flexibility and precision, while still preserving what makes OOH special: its ability to create a big, shared experience.
How do you approach creativity in OOH advertising across formats?
The best OOH starts with the environment rather than simply adapting an asset created for another channel. A billboard, transit placement, digital screen or experiential installation each offers a very different creative canvas.
We try to think about the intersection of creative idea, context and format. What can we do in this specific location or medium that we couldn’t do somewhere else? Sometimes that means simplicity and stopping power; other times it means using technology, motion, contextual relevance or the physical environment itself to make the idea more memorable.
The opportunity is to let the media placement become part of the creative idea not just the place where the creative runs.
What challenges do you face in balancing creativity and data in marketing?
Data has made us much better marketers, but one of the risks is allowing what is easiest to measure to dictate what we value most.
Not every meaningful marketing outcome happens immediately or can be attributed to a single impression. Brand building, cultural relevance and breakthrough creativity can create enormous value over time, even when that value is harder to capture in a short-term attribution model.
I think the goal is to use data to make creativity smarter, not smaller. Data can help us understand audiences, identify opportunities, optimize investment and measure impact but we still need to leave room for ambitious ideas, experimentation and the intuition that great marketers and creatives bring to the table.
How do you see the future of advertising evolving?
I think we’re entering one of the most interesting periods advertising has seen in decades. AI will fundamentally change how advertising is developed, personalized and optimized, while advances in data and measurement will continue to make media more intelligent and accountable.
At the same time, I think we’ll see a counterbalance: as consumers encounter more algorithmically generated and personalized content, shared experiences and genuine cultural moments may become even more valuable.
The future won’t simply be about reaching the right person with the right message at the right time. It will be about finding the right balance between precision and scale, personalization and shared experience, automation and human creativity.
The brands that do that well will use technology to unlock creativity not replace it.
Published: September 24, 2026