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, Adam Ochman, Global Head, Marketing Solutions, Trip Advisor, shares their creative process, the importance of OOH in their media strategy, and how advertising continues to evolve.
Read Adam’s Q&A in The Drum.
What role does out of home play in your media mix?
At Wanderlab, Tripadvisor’s Creative Studio, we constantly push the boundaries of creativity to craft experiences that inspire travelers and forge meaningful connections between brands and their audiences. Out of home (OOH) is a vital element of our media mix, especially for campaigns that demand large-scale visibility and high impact.
How do you approach creativity in OOH advertising across formats?
When it comes to OOH, we approach creativity with a multi-channel, 360-degree strategy, integrating it seamlessly into campaigns that are designed to make a significant splash. OOH is one of the most powerful mediums we have for capturing attention in key locations, thanks to its ability to provide bold, eye-catching visuals that stand out in public spaces.
OOH also complements our broader efforts by driving engagement across other channels, creating a cohesive, immersive brand experience. Its versatility across formats allows us to be imaginative and impactful, ensuring our campaigns resonate deeply with audiences while achieving significant exposure and measurable success.
What challenges do you face in balancing creativity and data in marketing?
Balancing creativity and data is always a challenge, but it’s one we approach with intention. At Wanderlab, we strive to find a deliberate equilibrium between the two. As an insight-driven studio, we lean heavily on first-party data to shape our campaigns, using it to inform not only creative direction but also execution.
The challenge lies in ensuring that data doesn’t restrict creativity but enhances it. We use data as a foundation to understand our audience deeply and predict what will resonate, but our focus remains on crafting innovative experiences that stand out. By allowing insights to guide our decisions, we ensure that every campaign is not only relevant but also impactful, blending creativity with audience behaviors and market trends to drive success.
How do you see the future of advertising evolving?
Advertising is always evolving, and so are we. As technology continues to evolve, so do the opportunities for more personalized, immersive, and interactive experiences. We envision a future where advertising is less about interruption and more about seamless integration into people’s lives— through content they genuinely want to engage with, in the spaces they already inhabit.
From long-form video on streaming platforms like Prime Video to interactive out-of-home campaigns that harness augmented reality, advertising will increasingly blur the lines between entertainment, utility, and brand storytelling. Multisensory experiential activations will continue to grow, allowing audiences to engage with brands in more tactile, emotional ways. As AI and data analytics improve, they’ll allow for more hyper-targeted, relevant experiences, but the real key will be in balancing these technological advancements with authentic, human-driven creativity.
To stay ahead, we must embrace what’s never been done before. This means constantly experimenting with new formats, pushing the boundaries of creativity, and maintaining flexibility in how we adapt to emerging trends. Those who can harness both technology and imagination will lead the charge into a future where advertising is as innovative as it is meaningful.
Published: October 8, 2024