In the age of digital marketing, out-of-home (OOH) advertising is sometimes overlooked. It feels less flashy and less measurable than its online counterparts. But as OneScreen’s cofounder Greg Wise and Charlie Riley, who is Head of Marketing for the data-driven OOH solution, explain in Episode 3 of Beyond the Billboard, OOH advertising is both timeless and timely when executed correctly. It succeeds when data and creativity work together with precision and purpose.
This episode explores the balance between smart planning and bold creative. OOH is not just a media channel; it is a storytelling platform that lives in the real world and connects brands with people where they are.
Watch the full episode below.
Why OOH Requires Both Planning and Imagination
Greg and Charlie describe a successful OOH campaign as part logic, part magic. Greg compares the process to pursuing a healthier lifestyle. It takes structure, like choosing the right placements, but it also needs flavor, which comes from memorable creative.
You need to understand traffic patterns, audience behavior, and budget strategy. But if the creative falls flat, the campaign fails to leave a mark. Strong OOH is not just seen; it is remembered. That only happens when strategy and storytelling work together.
Clear and Simple Creative Marketing Makes the Greatest Impact
Charlie emphasized one rule above all else. Keep it simple.
He likened a strong billboard to a clean, healthy meal. Too many ingredients only distract from the goal. In the case of OOH, that goal is to deliver a single, memorable message that can be understood in just a few seconds.
Most people are viewing OOH on the move. Whether they are driving or walking past quickly, they do not have time to digest a paragraph. You need:
- Large, legible fonts
- High contrast visuals
- Minimal wording
- One strong message
If your audience cannot absorb it instantly, they will miss it entirely.
Context Should Shape the Message
OOH formats vary, and so should the creative. Greg and Charlie stressed the importance of matching your message to the environment where it will live.
- A roadside billboard needs bold design and very little copy
- A bus shelter ad allows more detail since people are often standing still
- A digital mall screen can rotate messages and feature seasonal content
Effective marketers know how to adapt. What works in one location might fail in another. Your campaign should feel like it belongs where it appears.
As Charlie said, your message is the song, and the format is the speaker. Tune the volume and tone to match the space.
Digital OOH Brings Flexibility and Opportunity
Greg discussed how digital out-of-home (DooH) is opening up new creative and strategic doors. With DOOH, marketers can change ads based on time of day, weather, traffic, or even local events.
This dynamic approach allows for better targeting and message relevance. It also makes it easier to repurpose content from other platforms. For example, a brand could adapt part of a social video or seasonal headline to fit into a digital billboard rotation.
Marketers no longer need to settle for static creative. They can now deliver real-time storytelling in the physical world.
Think Beyond the Billboard Alone
Charlie shared some creative ideas that extend past traditional signage. He encouraged marketers to consider experiential campaigns that bring brands into everyday life.
This could mean wrapping food trucks, using branded vehicles at events, or setting up street teams to engage people with samples or QR codes. These experiences turn passive exposure into active engagement. They also help build buzz, especially when designed with social sharing in mind.
OOH does not need to be limited to walls and poles. It can live anywhere people do.
Final Thoughts: Smart Planning and Sharp Creative Win Together
Episode 3 of Beyond the Billboard brings everything back to a single principle. OOH works best when it is well-planned and simply executed.
Marketers should use data to guide where their message shows up. Then, they should use creativity to make sure that the message connects quickly and clearly.
OOH might not give you an instant click or a clean attribution path. But it gives you something more lasting. It builds recognition, trust, and presence.
If you are investing in OOH, ask yourself two questions. Does this message make sense in this space? And will people remember it afterward?
If the answer is yes, then you are doing it right.
Want to go deeper?
🎧 Listen to Episode 3 of Beyond the Billboard to hear more insights from Greg and Charlie.Need tools or templates to support your campaign? Visit OneScreen.ai to access helpful resources and connect with OOH experts.