OOH media company Kevani focuses specifically on digital billboards and other advertising destinations in Los Angeles, Baltimore and New York City — 95% of its inventory is digital. Kevani’s clients include Google, Pepsi and Spotify. Founder Kevin Bartanian, who is also on the innovations committee of the Outdoor Advertising Association of America, argues that OOH ads provide a non-forced experience that Gen Z consumers are more receptive to, as they have the flexibility to engage with the content when they want to do so in these settings.

“[Gen Z] has fatigue, and they’re looking for authentic, real-world experiences,” Bartanian said. “We don’t want to have one message that’s the same there in every market. We want to have an L.A.-specific message, or even a one mile-radius relevant message to what’s going on locally in that area. Those are the things that really resonate with them.”

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