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The complementary relationship between OOH and mobile has accelerated and evolved, giving brands access to more creative and targeted opportunities than ever before.

As the way we consume media content continues to evolve in the digital age, OOH advertising has been forced to adapt in order to remain relevant. In today’s world of instant gratification, where waiting is no longer an option, advertisers need to find innovative ways to capture the attention of their target audience. This is where the complementary relationship between DOOH and mobile comes in, as a powerful tool to drive successful campaigns.

OOH has evolved, not through the laziness of the modern human; but through the benefits of the digital media world; dynamic relevance, immediate action, and robust data providing targeted and relevant messaging.

DOOH allows you to react; it takes an always-on strategy and gives it a dynamic relevance and thus will enable you to be more creative and engaging with your messaging. Great recent examples are “Just Do It” moments with Nike; as soon as an athlete breaks a record, wins a medal, or does something out of the ordinary, Nike can broadcast it to the nation.

Millions will then see their creative message and athlete association; this can be published across all channels; social sharing has amplified the impact, but only if the content is worth sharing.

That brings me to content, OOH, digital or otherwise, will live and die by the creative it displays. My favourite campaign of 2022 was the adidas campaign I’m Possible. Not just because they used The Triple Crown (it does help) but because of the entire process of launching such an idea. As a multi-media campaign, it tapped into social, radio and Out-of-Home (OOH), but with Digital Out-of-Home (DOOH) enabled User Generated Content (UGC).

It gave women in The Middle East a voice, inviting every woman in Dubai to inspire the region, to see impossible as I’m possible. Through social media, adidas invited the woman of Dubai to share photos of what sports mean to them and their story of turning impossible into I’m possible every day.

Every post shared, irrespective of the sport, was displayed on The Triple Crown in real-time. Each billboard, in return, became countless pieces of social content, starting conversations about making sports more inclusive. The earned media for the campaign was massive, with a reach of over 250 million and covered in over 25 different countries.

James Harrison
Chief Commercial Officer
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