Is OOH Losing Its (Physical) Touch?

As advertisers, we spend our time trying to make things so interesting that people look one, two, maybe twenty times.

No surprise as our world revolves around social media. The metrics, the shares, the instant gratification—all of it feeds our need for constant connection. Plus, some of us get paid to play.

But let’s talk about OOH. You know, blimps, bus stops and billboards. They’ve been around longer than sliced bread and probably have more staying power.

The idea that OOH and social media are effective together might not be new to some, but it is interesting to consider why one might be taking away the true magic of the other.

With the age of social media not slowing down anytime soon, are we sacrificing real-world conversion for the fleeting fame of a viral post? Are we considering OOH's full effects on our audience, and what in-person touchpoints can do?

If a Billboard Falls in the Forest and Nobody Hears It, Was It Ever There?

I’ve always found it ironic that OOH ads seem to gain more impressions when not seen in person. You move a truck in front of a wall, it blows up on LinkedIn, and suddenly everyone’s talking about it.

In the real world, it’s all about prime spots—Times Square, Sunset Boulevard, or that one billboard your grandma always pointed out on road trips. But on social media, location targeting can get as random as bbq chicken. Some focus more on the location of their post than the OOH ad itself, defeating the sectioned touchpoint purpose entirely. 

With this social game popularizing, let’s not forget OOH’s special sauce. According to a Vistar/MFour study, 88% of respondents showed stronger favorability towards the contextual environments where OOH advertisements were displayed. Yet, since they are arguably more difficult to measure via metrics such as slogan analytics, hashtags, promo codes and UTMs, many seem to have dismissed this aspect from their campaigns entirely.

LinkedIn posts are nice, but everything from the mattress store sign spinners to McDonald’s Happy Meals toys; Park benches to the billboards on the side of I-80 alternating between convincing us to save our souls and stopping at the “adult super store”—these things add color to our lives and, more importantly for marketers, can be brilliant tools. 

AI-lusion: A New Reality

Here’s where things get tricky. AI and CGI are changing the game faster than you can say "Decepticon." These digital out-of-home ads don’t need to be real, nor do some care. A Yahoo & Publicis Media study found that 72% of consumers believe AI makes it difficult to determine what content is truly authentic, yet it provides a 47% lift in ad appeal and a 73% lift in ad trustworthiness. This double-edged sword makes AI-related experiential advertising super intriguing but also super unpredictable.

So, where does this leave us, the ever-evolving advertisers? We’re navigating an intricate maze of likes and shares while striving to maintain a tangible presence. It’s not just about riding the wave of the latest tech; It’s about crafting messages that resonate deeply, blending the virtual with the real to create something truly memorable. 

A recent Harris Poll study found that a staggering 73% of consumers view DOOH (Digital OOH) ads favorably, significantly surpassing other forms of ad media such as television/video (50%), social media (48%), online (37%), audio (32%), and print (31%). This puts into perspective how drastic the game has changed and how important it is to recognize and respond to balancing real-world impact with virtual fame.

The Concrete Jungle’s Timeless Charm

In big cities, OOH isn’t going anywhere. But are people looking up from their phones long enough to notice anymore? Call me young-fashioned, but I miss the days when an ad was something you stumbled upon, not something that stalked you from screen to screen.

Suppose every marketing department becomes nothing more than CGI and PPC “experts,” learning about algorithms and watching spreadsheets. In that case, we’ve missed opportunities to engage current and potential customers with tangible moments that resonate more profoundly than any digital ad.

Plus, do you need social media to validate that something you see is “cool” or worthy of admiration? The beauty of OOH is its ability to stand on its own (literally), commanding attention without need for digital applause. The same Vistar/MFour study mentioned earlier found that 58% of people are likely to believe messaging in OOH ads, emphasizing the trust and impact they still hold. A striking poster or a clever bus stop ad can make you stop and think, spark a conversation with the person next to you, or leave a lasting impression on your daily commute.

Because let’s face it: I love a touchpoint that’s not a touchphone. I want to see billboards that make me laugh, posters that make me think, and subway ads that make me wish I’d taken the train.

In the end, if you give someone impressions, it’ll feed them for a day. If you teach someone how to earn impressions, it’ll feed them for life. It’s about creating moments that stick, whether they’re on a 30-foot billboard or a 3-inch screen.

So, here’s to the wild, wild west of advertising where OOH still holds its ground and social media keeps us on our toes. Because if we’re going to make people look twice, we might as well make them think while we’re at it.

Keep it 100,

Luka Ivković