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’s newest Brand Council Member, Ed Romaine, SVP, Head of Marketing & Brand Development, Warner Bros. Discovery discusses the role of OOH in the media mix, balancing creativity & data, and how he sees the future of advertising evolving.
Read Ed’s Q&A in The Drum.
What role does out of home play in your media mix?
Out of home (OOH) plays a crucial role in our media mix, particularly in sports marketing, where we aim to connect with audiences in high-traffic environments. OOH helps us reach people at key moments—whether they’re commuting, attending events, or out engaging with their daily activities. It complements our digital and broadcast efforts by providing visibility and reinforcing our brand presence across physical spaces.
Sports fans, especially, are often on the move and engage with media in various forms throughout the day, so OOH gives us the chance to deliver high-impact, broad-reach messaging in a way that’s memorable and hard to ignore.
How do you approach creativity in OOH advertising across formats?
When it comes to OOH, creativity is key. We focus on ensuring that our creative messaging resonates with the dynamic nature of sports. Each format—from traditional billboards and transit ads to digital screens and immersive experiences—has its own unique opportunities and challenges.
For example, with digital OOH, we can experiment with real-time content like live scores or highlight reels, keeping fans engaged in the moment.
For static billboards, we emphasize bold visuals and succinct messaging that capture attention instantly, knowing that people often only have a few seconds to take in the message.
We also leverage the location of the OOH asset, tailoring the creative to match local fanbases, timing (such as game day), and relevant moments in the sports calendar.
What challenges do you face in balancing creativity and data in marketing?
Balancing creativity with data is always a challenge, especially in the sports marketing space where emotions and passion play such a big role. Data is invaluable in targeting the right audience, optimizing campaigns, and measuring effectiveness, but we can’t let it stifle the creative freedom needed to truly connect with fans. The key is to use data to inform and enhance creative decisions rather than limit them.
For example, data on fan behaviors or regional preferences can help us tailor our messages more precisely, but we always want to ensure the storytelling aspect remains authentic, entertaining, and emotionally compelling. Striking the right balance between data-driven decisions and creative innovation is a constant evolution, but we strive for a blend that drives both impact and engagement.
How do you see the future of advertising evolving?
The future of advertising is undoubtedly digital-first, with personalization and interactivity playing a major role. We’ll see more sophisticated use of data and AI to drive hyper-targeted campaigns, but the need for creativity won’t diminish. I think we’ll continue to see formats that integrate OOH with digital innovations—think interactive billboards or location-based, real-time engagement.
Augmented reality (AR) and virtual reality (VR) will also have a larger presence, allowing brands to create more immersive and dynamic experiences for sports fans. Additionally, sustainability will become an even bigger consideration, with more eco-conscious media strategies and campaigns that align with the values of modern consumers. Ultimately, the future of advertising will be about blending creativity, data, and technology to create experiences that are not just ads, but memorable moments that resonate deeply with audiences.
Published: April 8, 2025