We know that many consumers today use their small screens (i.e., phones and tablets) to organize their lives, find the things and experiences they need, communicate with friends, family, and colleagues, and watch countless hours of strangers and animals doing bizarre and sometimes comical/inspirational things.

Marketers from MULO (multi-location) brands use those screens to push out targeted offers, build loyalty, and (if they are effective) establish more personal relationships with loyal consumers.

But what about the big screen?

OOH (out-of-home) is now supplementing and sometimes complementing the small screens. As we drive down the highway (which we’re doing a lot this summer), sit in our Ubers, watch trucks pass by, or walk through the air-conditioned mall (and inside the stores they hold), we consume those messages. Even toilet stalls have turned into locations for marketing.

We reached out to Kevin Bartanian, Founder and CEO of KEVANI, an OOH media sales organization specializing in urban-scale media assets, for his perspectives on what’s next for this timeless and effective media outlet.

How has OOH advertising changed over the past five years?

“[From a creative perspective], we’re seeing greater use of inclusive images and language. Advertisers are focusing on hyperlocal campaigns that consider context and community. Advertisers are using a greater integration of technology like AR and AI. And much more data is available, especially on digital assets, to help inform advertising campaign metrics. “

Why is it suddenly seeing a resurgence?

“Consumers are craving real-world experiences. American Express just released a study that found that people are prioritizing in-person connections and a desire for travel and exploration. So brands need to meet them on screens outside of the house and also near where they might be making purchase decisions for events, travel, food, and beverage.”

How has creative changed?

“Billboards are being used as art (in both design and the creatives featured), the return of the hand-painted mural, and eye-catching campaigns with anamorphic perspective (3D). We also see UGC (user-generated content) being used on billboards to speak to consumers’ desire for honesty and authenticity.”

How is effectiveness being measured?

“The effectiveness is measured through metrics like impressions, reach, engagement, and brand awareness surveys. Digital integration allows real-time tracking of metrics such as click-through rates and dwell time for digital OOH (DOOH) campaigns. Ultimately, these measurements help advertisers understand audience impact and optimize campaign strategies to maximize ROI.”

What’s the relationship between large-format OOH and small-screen (smartphone) marketing?

“Data shows us that 76% of individuals who interacted with our outdoor ads proceeded to take action on their mobile devices shortly after. This integrated strategy bridges the gap between traditional and digital marketing, delivering substantial benefits in today’s multi-channel environment. By ensuring cohesive brand messaging and robust analytics, we enhance brand visibility and customer engagement and drive significant traffic to digital and physical stores. The approach of pairing OOH with mobile channels proves highly effective, surpassing standalone efforts by 2.5 times.”

What are your predictions for OOH over the next three to five years?

“We’re going to see advertisers utilize more data and sophisticated technology and embrace a marriage between physical and digital screens to best reach their audience. Expect more science-backed studies and the use of tools such as Artificial Intelligence (AI) to identify audiences, optimize creatives, and improve performance in real-time. Expect more sleek and sophisticated augmented reality (AR)- we see this already in play when integrating QR codes into billboards to launch AR experiences. Still, it will get bigger and better.”

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