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As marketers and agency partners pivot their media planning and buying strategies from channel silos to an omnichannel approach, it’s more important than ever to rethink the role of OOH. Talon created the CMO Guide to OOH Advertising for marketers to unlock the full potential of a sophisticated media channel, presenting insights, expert tips, and case studies.

Highlights for Marketers:

Take advantage of a flexible and dynamic medium with the advent of digital-forward and programmatic buying strategies
Execute more efficient and effective OOH campaigns by precisely identifying and reaching audiences through data-led targeting capabilities
Break the mold on creative boundaries by tapping into tech-led OOH executions (3D, AR, Experiential) that create meaningful connections with consumers
Achieve full-funnel outcomes that measure the impact of OOH campaigns – from brand awareness and consideration to brick-and-mortar footfall and online/offline sales lift

Download Guide Here

The last year has been a strong period for Out of Home (OOH), and as we look to 2024, the sector shows promise for continued growth and transformation. This dynamic industry has consistently evolved, given back and provided advertisers with exceptional creativity, data-driven strategies, and technology-driven outcomes.

It’s not surprising that consumers prefer in-person media channels for advertising over online platforms, with OOH and digital OOH (DOOH) ranking among the top five channels. No longer just a medium that drives primarily top-of-the-funnel outcomes, OOH is successfully driving bottom-end metrics too.

Overall, global OOH revenue is projected to reach US$38.41bn in 2023, with DOOH projected to reach US$17.54bn. By the end of 2024, global OOH is predicted to reach US$45bn. DOOH is set to see further significant growth and is predicted to grow 17% – driven by further media owner investment and increased investment in programmatic OOH (prOOH).

Curious about the future of OOH? In this blog, we’re diving deep into the upcoming trends and insights shaping the landscape for 2024:

The Positive Impact of OOH

Data-Driven Outcomes

A Drive Towards Attention

Creativity and Technology Unite

The Brand Fame Comeback

Standardisation of Programmatic OOH

Retail Media & DOOH drives Path to Purchase

Enhancing OOH with AI

The Positive Impact of OOH

OOH will continue to come together as a collective to showcase the sustainable and giving nature of the channel.

A recent study by PwC, commissioned by Outsmart, found that in the UK 46p in every £1 that is spent in OOH goes back into the community. The industry will focus on the positive impact of spending in OOH towards public infrastructure and communities whilst working to reduce OOH’s impact on the environment.

Another study (Outsmart, Legacy Media – out soon) has shown that when compared to TV, Press and Online, OOH has the strongest ESG credentials – ranking highest for Environment and Community.

Data-Driven Outcomes

The death of the cookie is stated to finally happen in 2024, meaning the era of highly targeted ads will end and advertisers will need to seek new ways to drive brand objectives.

OOH continues to impact across the whole funnel. In 2024, we will see a further drive towards performance and bottom-funnel metrics with brands using first and third-party data to create audience-first OOH campaigns.

We will see even more brands gravitate to utilising OOH for data-driven outcomes. Programmatic OOH impacts metrics across the entire brand funnel amongst optimised audiences. The strongest impacts are seen in bottom funnel metrics – preference and purchase.

A Drive Towards Attention

Understanding attention in advertising will become even more important. Attention in OOH is not a new metric and is imbedded within the methodology of Route. However, understanding how attention is given to inform effectiveness is what should be looked at; not only understanding where someone has looked and for how long, but correlating that with the impact – good or bad – to showcase the influence attention metrics can have on brand performance.

Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations surrounding media effectiveness, citing a 90% correlation between channels that consumers claim capture their attention and those that they prefer.

51% of marketers claim their marketing budget decisions are influenced by attention, but Kantar’s report shows a clear divergence between what marketers think delivers consumer attention, versus what consumers think captures their attention. There is a 90% correlation between channels that consumers claim capture their attention, and those in which they prefer seeing advertising.

Creativity and Technology Unite

Over the past year, we have seen significant developments in creative DOOH, from AR and VR to 3D and AI. In 2024, brands will begin to realise the possibilities and potential of these developments even further to engage audiences, build brand share and deliver significant ROI.

Looking back at our 4^th Space Research, as well as Ocean’s “Neuroscience: Redefining Human Engagement” and “Digital OOH: The Vital Ingredient,” creative digital OOH executions are proven to supercharge impact and deliver significant increases in attention, purchase consideration and memory encoding:

Full motion DOOH copy is viewed 60% longer than static
Special build OOH can increase purchase consideration +35% vs traditional
Increase in consumer attention when using 3D DOOH +15% vs 2D
Stronger memory encoding for live stream content 3x vs full motion.

The Brand Fame Comeback

OOH is well known for its ability to provide broad reach and deliver brand fame, in 2024 we’ll see advertisers revisit the channel’s number one strength. With a 98% UK population reach, OOH is, of course, powerful at driving reach. However, it is also incredibly powerful at driving brand fame (+23%) and brand trust (+8%).

The likes of PepsiCo, McDonald’s and HSBC lean into OOH’s strengths to build their brands and we’ll see more and more brands follow suit, using it to build awareness and impact.

Continued Growth of Programmatic OOH

2024 will see Programmatic OOH (PrOOH) technology continue to develop, and we’ll see a drive towards the standardisation of PrOOH alongside more OOH media owners trading through programmatic.

Programmatic OOH spend is predicted to grow over the next 18 months by a third on average (VIOOH State of the Nation). The move towards ever more digital and data-driven outcomes through programmatic will continue to increase, with consumers demanding more dynamic video content to connect OOH to their other digital media channels alongside a growing demand for greater online-to-offline opportunities.

Advertisers will continue to adopt PrOOH as part of their omnichannel digital strategies, alongside many new brands entering the market as barriers to entry are removed.

Retail Media & DOOH drives Path to Purchase

The role of OOH within the Retail Media ecosystem will continue to gain momentum and DOOH, will become a pivotal player in every shopper marketing strategy.

Leveraging first and third-party data, DOOH ensures your message reaches the right audience at precisely the right moment, from the outset of their journey to the final in-store purchase. It’s the missing link that seamlessly connects the worlds of home and store, providing brands with a unique opportunity to engage with consumers on an entirely new level.

The integration of DOOH with retail media networks will enable marketers to supercharge their shopper marketing – with advanced measurement and attribution solutions linking OOH ad exposure to critical business outcomes.

Enhancing OOH with AI

As the drive towards AI integration within businesses continues, OOH agencies and media owners will continue to integrate AI to improve efficiency, creativity and copy to create even more effective OOH campaigns.

Watch this space_

OOH at Advertising Week New York: Perspectives on a Transformed Medium

Advertising Week New York was an action-packed week of IRL experiences that generated plenty of thought-provoking ideas, predictions, and a strong representation of the OOH medium. Among the prevalent topics were how omnichannel brands and agencies are increasingly harnessing the power of OOH to unlock brand reach and impact that drive results across the entire sales funnel.

The Rise of Retail Media on the Path to Purchase

Reaching consumers on the path to purchase has become critical to influencing mindsets and achieving measurable outcomes. Marlow Nickell, CEO of Grocery TV highlighted the advantage of brands who leverage growing in-store retail media networks.

“We’re super excited about the brand reach achievable through in-store retail. The frequency and the environment are unparalleled. The contextual relevance within the trusted community you’re in is unmatched. We’re just getting started with in-store activation and there’s immense untapped potential.”

Equally important to the scale and quality of screens is the use of data to enhance the customer journey with retail media. Aracely Moreno-Mosier, Senior Director, Omnichannel Marketing Head at PepsiCo offered advice to brands who utilize first-party data.

“The path to purchase has evolved, and to navigate it effectively, we should utilize the tools at our disposal today, including first-party data, available communication channels, and other insights to create a win-win for all. If we do this right, I believe it’s a strategy we can carry into the future.”

Marketers are embracing the growing array of DOOH screens to reach consumers throughout daily journeys, while enroute to retailers, and within physical stores. This full-funnel shopper marketing strategy plays a pivotal role on consumer decision making throughout the path to purchase – reaching highly engaged, targetable audiences at scale and delivering tangible business outcomes.

The Role of OOH on the Full Media Mix

In an era of ongoing media fragmentation where fewer individuals engage with local radio or TV, it’s OOH that stands out as an impactful, broadcast medium. As Outfront’s VP of Marketing, Liz Rave explained how OOH distinctively ingrains itself in communities.

“Integrating OOH into neighborhoods creates a truly unique real-life medium that seamlessly becomes a part of the community, almost like a neighbor,” said Rave. “OOH builds trust for digital brands and when you execute it effectively, by getting the creative and location right, it sparks conversations — and what’s better than people talking about your brand.”

OAAA President & CEO, Anna Bager challenged marketers to improve overall performance and effectiveness by embracing the evolution of OOH from a proven brand builder to a full-funnel marketing channel.

“There’s a lot of misconceptions about OOH that I hear almost every day,” said Bager. “It’s a great medium for brand building, it’s great for spectacle, but it’s a little siloed…OOH is much easier to transact these days. It’s definitely more measurable and you can use data in very smart ways.”

Dan Levi, CMO of Clear Channel echoed the importance of rethinking the role of OOH and how marketers are approaching the medium as part of the larger media mix.

“The question revolves around the role that OOH plays and can it perform effectively with other digital channels and social influencers,” said Levi. “How do we make that overall mix work more effectively? Our collaboration is a prime example of how we can not only gauge the impact of exposure to a billboard but also measure its incremental contribution to your business.”

It is increasingly important for marketers to look at the holistic impact of media channels from the lens of a consumer to truly understand what’s shaping a brand’s success. Levi added:

“Don’t think of OOH or measure it in a silo. There’s not a single consumer on this planet who thinks about media channels – that’s something we, as marketers, do. Think about your consumers holistically and the essential role that OOH plays in driving performance.”

Advanced measurement capabilities have elevated OOH’s role in the omnichannel media mix. No longer a strictly upper-funnel medium, OOH has proven effective at delivering outcomes that include increased levels of awareness, consumer footfall to brick and mortar locations, and both online and offline sales lift. When integrated with 360-degree marketing strategies, OOH has produced a halo effect, positively impacting brand performance by reinforcing a consistent brand message across channels.

Programmatic DOOH Advantage

The growth of DOOH and the ability to transact programmatically will continue to play a role in the advancement and adoption of the medium. During a session that offered an insider perspective on the state of programmatic DOOH, Wade Rifkin, EVP/GM Programmatic at Clear Channel shed light on the convergence trend and the growth occurring.

“The flexibility of programmatic buying, the auction-based model, granular media decisioning, and optimization – these things are not coming down the pike,” explained Rifkin. They’re available today, and they’re doable. This has really cemented the use case for programmatic OOH, particularly when combined with audience data targeting and measurement capabilities that are now table stakes across all channels. These two elements coming together have really accelerated the adoption of programmatic OOH.”

The integration of DOOH inventory within omnichannel DSPs is a crucial step in un-siloing the medium by making it more easily transactable for buyers. Whether tapping into curated inventory packages in a self-serve environment or utilizing a managed service to plan and buy programmatic campaigns, flexible execution paths are increasing the adoption of DOOH.

Natrian Maxwell, GM of Emerging Channels, The Trade Desk shared similar views on the role programmatic DOOH within the omnichannel media mix and the importance of measurement.

“What started off as a silo channel has now become part of a marketing flywheel. It’s a touchpoint for folks who are not watching CTV, aren’t at their computers, or aren’t using mobile devices, but are simply living their lives. In these moments of living life, brands have a unique opportunity to connect with their customers naturally and organically, without being intrusive or disruptive. This is where much of the value of the OOH channel lies, and it’s resonating with brands, advertisers and consumers.”

“I believe OOH has reached a point where, over the last few years, we’ve made significant strides in achieving parity with other channels like CTV. Now, our focus is on bringing attribution and measurement to the space that aligns with our customers’ requirements and in terms of what they’re doing across their omnichannel campaigns as well.”

Prime Big Deals Day kickstarted the holiday shopping season with enticing online offers. Yet, nearly half (48%) of U.S. consumers still favor in-store shopping. A staggering 85% of all retail sales continue to occur in brick and mortar locations, where digital out of home (DOOH) and retail media networks are front and center. Underscoring the imperative to reach consumers along their path to purchase, marketers cannot afford to ignore the opportunities in out of home (OOH) for influencing consumer purchasing decisions. So the question remains: Are marketers missing a vital opportunity to bridge the gap between in-home and in-store by reaching consumers on the go?

New innovations in OOH and the expansion of DOOH inventory offer marketers untapped opportunities for capturing consumer attention throughout their daily journeys with full motion, digital video content across more screens and formats — from street furniture and transit shelters to restaurants and retail destinations. According to Insider Intelligence, U.S. DOOH will make up 31.4% of OOH ad spend this year and is projected to reach $2.87 billion, with double-digit growth expected through the end of 2027.

In parallel, we’re seeing a boom in retail media networks with ad spending more than tripling since 2019. U.S. retail media ad spending is projected to reach $45 billion this year, according to Insider Intelligence. This influx in ad spending has increased the investment in inventory of physical screens at retailers, up 60% year over year, according to Place Exchange.

To engage and convert shoppers at point-of-sale destinations, brands are beginning to recognize the value of OOH as the final touchpoint in the consumer’s path to purchase to drive full-funnel outcomes. With the integration of DOOH and rapid expansion of retail media networks, marketers can supercharge their shopper marketing with advanced measurement and attribution solutions, linking OOH ad exposure to critical business outcomes.

Consider this: 68% of consumers recall OOH ad messaging during their daily journeys, often while enroute to retail destinations. This creates a prime opportunity to raise awareness and drive in-store visits. What’s more, the effectiveness of these ads soars to a 71% ad recall rate when strategically positioned directly outside of stores, according to an OAAA & Morning Consult study. The report also found that once inside a store, three-fourths of adults (75%) notice OOH ads, with higher rates among adults aged 30-44 (81%) and those earning over $100K (81%). Most importantly, these in-store ads drive action, with 42% of consumers reporting that in-store ads directly influence their purchase decisions — delivering an incremental lift of in-store sales.

Increasingly, marketers are now able to leverage a growing array of digital screens to unlock the full potential of their omnichannel marketing strategies. The integration of DOOH and retail media enables brands to take advantage of advanced targeting, premium inventory, and outcomes-based measurement to effectively engage and influence consumers across the shopping journey. Moreover, advertisers have the flexibility to execute DOOH campaigns — either through a Demand-Side Platforms (DSPs), or via an expert-led managed service.

Consider the role DOOH plays as part of brands’ shopper marketing strategy

Reach Highly Engaged Audiences at Scale: Already, DOOH is being embraced by a diverse range of retail locations, including big-box stores, department stores, grocers, pharmacies, and convenience stores. According to Place Exchange, there are now more than 850,000 screens across the U.S., collectively generating over 100 billion monthly impressions. This scale offers an expansive and unmissable creative canvas for brands to engage with diverse audiences in their surroundings for maximum reach and impact.

Intelligent, Sophisticated Data & Targeting: The evolution of data-driven OOH provides advertisers with precise targeting capabilities. With DOOH, advertisers can tap into both first-party and third-party data, enabling precise and effective audience reach. Armed with this intelligence, advertisers have access to shopper loyalty information and real-time consumer behavior data to ensure that their ads reach the intended audience — delivering highly relevant and impactful campaigns.

High Quality, Premium Inventory: DOOH screens are inherently premium digital assets, designed to be video-enabled and dynamic to ensure contextual relevance in ad messaging. The availability of premium quality screens at meaningful scale enables brands to bring their stories to life in the real world in more creative and captivating ways, ensuring that their messaging aligns seamlessly with the environments where their ads are seen.

Achieve Measurable Outcomes: OOH has evolved from a traditional brand-building channel to a medium that delivers full-funnel outcomes. No other media matches its effectiveness in engaging on-the-go consumers and delivering timely deals and promotions to nearby shoppers, as well as influencing in-store consumers at the most relevant moments during the purchase process. Furthermore, brands can now measure how many consumers visited their stores through footfall studies and quantify incremental in-store purchases resulting from OOH ad exposure. These tangible results highlight the value of integrating DOOH into an effective shopper marketing strategy.

Out of Home has evolved to become an even more effective and valuable brand building and performance marketing channel. As marketers prioritize efficiencies and outcomes to make ad dollars work harder, Talon’s Senior Vice President of Client Strategy, Enza Chiodi joined Dhomonique Murphy at Advertising Week New York for a conversation on how brands are leaning into OOH to achieve success.

Continued Evolution of OOH

Data, digitization, and automation is playing a leading role in the evolution of OOH as an advanced ad medium. Chiodi points to a data-led approach to planning and buying for a more effective media strategy.

“DOOH is where we see the most growth in the marketplace; the technological advances, the data that we have, the flexibility it offers advertisers to be able to change creative really easily,” said Chiodi. “But the data piece of it, bringing in audience technology and audience elements is making OOH so much more targeted than it used to be. Now we can actually look at the audience, figure out what their habits are, and target screens that make the most sense for them.”

Another factor is automation to make planning and buying OOH simpler and more intuitive. The advent of automation solves for inertia that exists due to the manual nature of execution.

“Automation is going to make things so much more simple and smarter in the way we put plans together,” said Chiodi. “It frees us up to think more strategically.”

Reaching Audiences and Driving Outcomes

The ability to precisely target audiences and deliver relevant creative and ad messaging means reaching and engaging consumers in the right mindset. OOH is no longer a purely brand-building medium. It is addressable with the ability to measure full-funnel outcomes.

“Data is allowing us to be so much more sophisticated in the way that we’re targeting audiences for our clients,” said Chiodi. “On top of that, instead of it just saying, hey, here is how many people that have seen your ad, it’s really more about what did we accomplish in the marketplace. Did we see a brand lift? Did we see awareness generation happening? Did we drive people into the store to actually purchase a product? We’re able to prove out the value so marketers are more into testing and expanding on their budgets.”

Key Factors for Success

The ability to extend the efforts of other media channels – whether digital, social, or CTV – and reach the same audiences in and out of their homes is critical to influencing consumer purchase decisions. Utilization of data for connecting consumers across channels is a major opportunity for marketers.

Creative advancements to create impactful, unmissable moments are also important. As a primarily visual medium, creative innovation is making it easier for marketers to engage consumers.

“The technological advances in the screens that are out in the marketplace allow us to do fun things – 3D, AR, virtual reality. Clients get excited about it and then use those on social channels,” said Chiodi. “For us at Talon, it’s creativity, data, technology. We have to hit those three points, and as the clients are picking up on that, we’re seeing more spend.”

OOH as part of an Omnichannel Approach

“The audience profile that brands spend quite a bit of money and time developing is something that we can now bring into the offline space and into the OOH world,” said Chiodi. “When you think about your journeys and how you’re shopping, what are your final touchpoints? It’s OOH.”

While investment in OOH is growing, it is still underrepresented in terms of share of wallet in the overall advertising ecosystem. So what can drive further adoption of the medium among marketers? According to Chiodi, test and learn.

“We talk a lot about the success of OOH, we talk about how we can make it much more effective. Let’s test. Let’s work with (marketers) to educate them on what the value is of OOH, how we can fit into omnichannel marketing, and let’s test.”

Watch the Full Session

OOH Creativity: Amplification & Digital Impact Insights

Out-of-home creative provides brands with the opportunity to engage with consumers in the real world and drive action. As the medium becomes increasingly digital, technology and the media landscape continue to evolve. Thus, it’s more important than ever to stay on top of the latest trends, such as AR and AI, and understand how they will influence the creativity and effectiveness of OOH.

At Advertising Week New York, Talon’s CMO, Sarah Parkes participated in a panel discussion alongside Hilary Batsel, Senior Director for Global Media at Microsoft; Maureen McCloskey, Managing Director at GroupM; and Graham Smith, Executive Director, Business Lead at VMLY&R. The panel was moderated by Barry Frey, President & CEO of DPAA Global, and showcased how brands and agencies can leverage outstanding OOH creative. Together, they delved into how brands perceive OOH opportunities, the amplification effect, and the impact of new technologies.

What we heard…

The Power of OOH Creativity and Its Amplification Effect

“For us, it’s about the convergence of cultural moments, digital ecosystem, experience, and creativity in OOH. Budweiser came to us with The Brits as a cultural moment. We used data to find the perfect billboard site, creating a stage for non-binary and female acts. They took over for a two-hour set, streamed on digital screens outside The Brits, and was shared globally. The campaign garnered 351 million social impressions, 250 million Spotify listeners, and one artist even secured a recording contract. This is the magic of OOH and creativity.” – Sarah Parkes

Another example is a recent Talon-Shake Shack collaboration that debuted a new menu item in an interactive way.

“Shake Shack was launching their new menu item and we incorporated QR codes into our campaign, which is experiencing a resurgence in OOH creativity. We transformed it into a scavenger hunt across New York, enabling people to scan the codes and win prizes. The campaign garnered 13,500 QR code scans, with 850 prizes distributed. Having relevant digital creative amplified its effectiveness by 42%.” – Sarah Parkes

Hilary Batsel added that OOH campaigns have the ability to transcend the screen and generate additional buzz on social channels.

“Amplification has to be orchestrated and this can be effectively achieved through social media. Using digital and moving billboards is a great way to achieve scale. With OOH, how do you extend the experience beyond the physical location and reach those who aren’t there? Often, social media plays a vital role, whether it’s the brand’s promotion or the organic buzz generated by those who have seen it.” – Hilary Batsel

“The challenge we have now is how do we monetize OOH’s amplification. The brands are buying the media, but what we’re not doing is putting the right value on that social amplification. And that is absolutely huge — and this is an area that we need to collaborate on as an industry.” – Sarah Parkes

How Data and Digital Fuels OOH Creativity

As Graham Smith points out, the availability of data allows for a more informed approach across planning, buying, optimizing, and the measurement of campaigns.

“I still cherish getting clean and rich data from the agencies. I recall my early days in advertising, working on Royal Bank of Scotland billboards, where we were just trying to gather as much contextual information as possible to understand the placement of these billboards – were they along a motorway, in a town, or near a shop? So, there’s still a tremendous opportunity to use data to fuel the creative process and that’s where we should double down on.” – Graham Smith

OOH will always enable brands to create bold, unmissable moments but digitization also allows for a more nimble, contextual approach to creative.

“The visually stunning aspect of OOH hasn’t changed, and it remains a creative canvas for any creator. Now with digital, there are so many unique ways to bring stories to life. It requires developing something special for it — and when you put in the effort to make it contextually relevant, it becomes much more attention-grabbing.” – Hilary Batsel

Educating Brands and Agencies

As advancements within the medium continue to develop, education will continue to be mission-critical for the OOH industry.

“We need to educate brands and agencies on OOH and the outcomes it delivers. What really excites them is the fact that OOH operates as a full-funnel medium, offering high impact, precision, and measurability. It’s crucial to highlight these statistics, whether it’s impressions or the shift from soft metrics to solid evidence. OOH should be at the top of marketing strategies. Data accessibility, connectivity, and managing frequency with other media is something that not everyone fully understands — and it’s evolved so much.” – Sarah Parkes

OOH is reaching consumers throughout daily journeys — whether they’re driving, walking or commuting on mass transit. The expansion of digital OOH inventory is giving marketers more opportunities to capture consumer attention with full motion, digital video content across more screen formats than ever before.

At Advertising Week New York, Talon US CEO, Jim Wilson led a discussion with industry experts Maria Colon, De’Longhi North America’s Vice President of Marketing and Customer Experience and Tamara Alesi, Mediaplus North America CEO for a lively conversation on how omnichannel brands and agencies are harnessing the power of out of home (OOH) to unlock brand reach and impact that drives both brand awareness and performance marketing goals.

The session delved into the learnings and insights gained from De’Longhi North America’s impressive and highly impactful digital out of home (DOOH) campaign and the significance of OOH in engaging and converting consumers along their path to purchase. Additionally, the experts shared their views on the rise of retail media networks and why OOH is an essential medium for brands and agencies to establish real-world, human connections with their audiences to drive full-funnel outcomes.

What we heard…

Insights from Industry Leaders on the Future of OOH Advertising

A Data-led Approach to OOH

“Just as our business saw an amazing surge during the pandemic as more people sought great coffee in the comfort of their homes, OOH also saw a surge. This industry has always been designed to be bold and attention grabbing. Living in New York, we’re fortunate to witness the excitement of Times Square. But it’s not just about raising awareness. We’re able to capture intent and actual retail footfall. Taking a data-led approach to OOH allows us to win consumer mind share and their share of wallet.” – Mediaplus’ Tamara Alesi

“Our retail partners have significant physical store presence that are looking to drive footfall traffic and they’re seeing the benefit of OOH. We leverage data insights from our partners, such as sales and customer interests, to design a campaign that makes sense for the brand. We’re not just putting up these beautiful images; the campaigns are really purposeful. We want to make sure that our retailers feel good about what we’re doing and that our consumers are excited about what we put out there to seize those moments.” – De’Longhi’s Maria Colon

Reaching Consumers Throughout the Entire Customer Journey

“We take a holistic approach — whether it’s from a PR perspective, customer reviews or event activations and content performance plays a crucial role. Having all these elements aligned with consistent messaging that feels authentic to the brand is key to our success. Our customers may be interacting with us across nine different touchpoints before converting, so it’s really important for us to be part of their full day.” – De’Longhi’s Maria Colon

“While we’ve had great success with Brad Pitt as De’Longhi’s brand ambassador, our products are also visually gorgeous. We’re able to do really creative OOH placements with video to truly bring them to life. Through innovation, we’re capturing consumer intent in the morning and on the fringe, when people crave their caffeine fix. So it’s about having creative placements that matter for them in those moments.” – Mediaplus’ Tamara Alesi

The Integration of OOH and Retail Media Networks

“Retail media is super important in our business. We work with the biggest networks like Target, Best Buy, Amazon, Walmart, and Canadian Tire in Canada. Whether consumers buy from Delonghi.com or BestBuy.com, the key point is that they are purchasing a De’Longhi product. Across TV, OOH, digital, and social channels, we make sure to include our retail partners to enhance our overall retail spend. It’s an important component for our brand and we try not to separate.” – De’Longhi’s Maria Colon

How Digital is Transforming OOH Creativity

“Digital technology has transformed creativity in OOH because we don’t just need to put up a static 30-sheet billboard and leave it there for a month. We can be truly innovative and focus on what’s going to excite the consumer and get them to come to Delonghi.com and get their new favorite machine.” – Mediaplus’ Tamara Alesi

Advancements in OOH Measurement

“We often talk about the importance of triangulating the truth. There’s a lot of data sources out there and no one data source can deliver what we need. In triangulating this truth, we incorporate traditional OOH metrics, such as footfall and traffic counts, but we also use AI to help us get smarter with programmatic OOH. We’ve gained insights from our on-air and digital buys to identify optimal day parts and consumer behavior patterns, especially for big purchases. By leveraging time-of-day and day-of-week triggers, we make our programmatic OOH campaigns and other media more effective and accountable.” – Mediaplus’ Tamara Alesi

Learnings and the Future of OOH

“From a brand standpoint, do not be afraid to test. We test a lot and that’s actually how we learn. When it comes to OOH, we identified two distinct roles: impact and frequency. One medium can serve multiple roles within a campaign, and this is all part of our testing and learning to understand what works. This applies from a creative, media, and channel standpoint — and you have to learn fast.” – De’Longhi’s Maria Colon

“From a creative perspective, the emergence of 3D placements is bringing brands to life in exciting ways. In our campaign at the Oculus, we timed all 24 boards in a different way to create different brand moments and frequency plays. Everything was purposeful and told an engaging story. It was a truly immersive experience that allowed consumers to experience the brand without having to make the coffee themselves — and it got people talking about it.” – Mediaplus’ Tamara Alesi

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