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 Sally’s Q&A in The Drum.
What role does out of home play in your media mix?
It has played different roles at different times, and we plan strategically how we incorporate it into the overall mix. A univer sally guiding principle, however, is that it allows us to reach people in unique ways, at the right time and in the right place.
Our media planning always starts with the people who buy our brands, placing them firmly at the center, and deeply understanding where they are and what they are doing in different moments. At times, OOH plays a role in meeting audiences through the funnel, and I have found it to be particularly effective in reinforcing product messaging close to conversion opportunities, bringing highly impulsive snacking brands nearer to stores.
At other times, it plays more of a cultural relevance role. A great example is how the CLIF brand shows up around specific sporting events, which I was able to see firsthand when participating in the Boston Marathon, where CLIF BAR was the official Energy Bar of the Boston Marathon. It benefits exponentially from being present in these relevant moments, when people are mentally preparing, excited, and in the right headspace to consider the brand. Through this contextual positioning, being highly visible reinforces both brand credibility and functional relevance to the occasion.
How do you approach creativity in OOH advertising across formats?
A great starting point is being crystal clear on the brief and the singular job to be done. From there, when we think about placements and environments, we have seen success in leaning into formats that feel native to the setting and to the consumer journey. Using the CLIF example, the team built visibility along the race route, across transit to the event, in expo areas, and within spectator zones. We leverage simple ways to grab attention: strong, bold visual cues, clear messaging, and contextually relevant copy.
What challenges do you face in balancing creativity and data in marketing?
I actually don’t see this as a challenge, but as a huge opportunity. Data can be the fuel to creativity. I’m excited about the potential it gives us to know our consumers better, to understand their pain points within our categories, and how we can help address them. In turn, this helps us be more meaningful and spark creative solutions that break through those challenges. Isn’t creative work so much more enjoyable, for us as marketers seeing ROI, and for consumers seeing helpful, relevant messaging, when it is truly meaningful?
How do you see the future of advertising evolving?
I don’t know if there has ever been a tougher time to predict the future of advertising. We as an industry are on quite the digital transformation change curve, and we are currently feeling out the boundaries of AI in both process and product. I see us continuing to evolve as we find our way forward. Themes of speed and personalization, which are inherently intertwined with this shift, will continue to drive that evolution. One thing is certain: we need to keep learning as we go, so courage and curiosity will remain constant.
Published: February 17, 2026