This is a golden age of Out of home (OOH).

There are four drivers that make it more powerful than ever before: impact, action, relevance and creativity.

Out of Home creates unavoidable impact

Out of Home is different from other media: it cannot be avoided or blocked and, as more people spend more time out and about, its audiences are increasing. It is a public, broadcast, medium with reach and impact. It conveys stature and authority, making brands famous and iconic.

Out of Home drives action

As consumers spend more and more time out and about, they are more exposed to Out of Home. Academic studies show that when consumers are out and about, they are in an active mindset. This means they are more inclined to absorb and engage with new messages. Smartphone proliferation allows consumers to respond to OOH calls to action. They snap, search, share and shop more immediately than ever before.