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, OAAA Brand Council Member, Sergio Cabello, Senior Brand Manager, The Macallan, shares their creative process, the importance of OOH in their media strategy, and how he sees the future of advertising evolving.
Read Sergio’s Q&A in The Drum.
What role does out of home play in your media mix?
Out of home advertising plays a crucial role in our media mix by providing high visibility and broad reach. It allows us to target consumers in specific locations and contexts, enhancing brand awareness and reinforcing our luxury image. OOH is particularly effective for reaching affluent audiences who are often on the move, such as in urban centers, and high-end shopping districts. The medium allows us also to showcase the brand in an spectacular way in key cities like NYC, LA, Las Vegas and Miami.
How do you approach creativity in OOH advertising across formats?
Creativity in OOH advertising is about making a strong visual impact and engaging the audience in a memorable way. We leverage various formats, from traditional billboards to digital screens and experiential installations. We must give credit to our Global Macallan Creative team for the ability to produce beautiful assets and storytelling that live in these ecosystems seamlessly. This past year we engaged with the Sphere in Las Vegas and it was one of the most rewarding projects I have worked on.
What challenges do you face in balancing creativity and data in marketing?
Balancing creativity and data in OOH marketing presents unique challenges. Unlike digital channels, OOH lacks precise tracking and real-time data, making it harder to measure the direct impact of creative elements. We rely on indirect metrics like foot traffic and brand lift studies, which can delay feedback and optimization. In addition, we would love to find ways to generate Earned Media with creative OOH activations, I believe that is where the channel can bring extra and unique value to the brand.
How do you see the future of advertising evolving?
I believe there are exciting times to come for OOH advertising as technology continues to evolve and as consumers become more immersed with brands and their activations. A few things that catch my attention for the coming years are the following:
- Integration with Digital Channels: OOH is increasingly being integrated with digital channels to create cohesive, multi-platform campaigns
- Hyper-Local Targeting: Data-driven insights are enabling more precise, hyper-local targeting in OOH. The ability to tailor their messages to specific neighborhoods or even individual screens, ensuring relevance and maximizing impact will be key in the future.
- Immersive and Interactive Experiences: The future of OOH will see more immersive and interactive experiences, leveraging technologies like augmented reality (AR) and virtual reality (VR). These innovations create engaging, memorable interactions that capture consumer attention and drive deeper engagement
Published: March 12, 2025