You’re scrolling. You see another ad. Then another. And another. You tune out.
That’s digital ad fatigue, and it’s a growing problem for marketers.
On August 29th, we brought together three field-tested experts to unpack how Out-of-Home (OOH) advertising cuts through the clutter in ways digital just can’t.
Speakers:
- Lily Rotter, Head of Digital at Upside
- Lauren Begleiter, Demand Gen & Field Marketing at Carta
- Greg Wise, Co-founder & CCO at OneScreen
Here’s what we learned.
The Problem: Digital Attention is Broken
Most marketers today are running into the same wall:
- Banner blindness
- Ad blockers
- $10+ CPMs for eyeballs that don’t even care
Lauren called it out: “Even the best digital campaigns can get buried in noise. You need to show up where people don’t expect you.”
OOH does just that.
Why OOH Works in 2025
Greg broke it down best: “OOH isn’t just a billboard anymore—it’s a strategy.”
Here’s what’s changed:
- OOH is measurable now—think brand lift, site traffic, QR scans.
- You can target by location, time of day, and audience type.
- The creative stands out because it lives outside of your phone.
Lily added, “When you pair OOH with digital retargeting, it’s a one-two punch that drives recall and trust.”
3 Tactical Plays You Can Steal
💡 1. Geo-Target High-Intent Zones
Find where your ICP works, travels, or grabs coffee. Greg shared how one B2B brand targeted transit stations near Fortune 500 offices to drive ABM awareness before email outreach even started.
💡 2. Use OOH to Warm Up Events
Planning a field event? Lauren recommended running OOH ads within a 5-mile radius of the venue 2–3 weeks out. It builds buzz before the first handshake.
💡 3. QR Codes That Actually Convert
The panel agreed: QR codes are no longer gimmicks when paired with the right CTA. Lily said her team saw a 38% increase in branded search after an OOH + QR campaign ran in NYC.
Bonus: How to Measure OOH Impact
If you’re thinking, “Cool, but how do I prove this works?” — here’s what to track:
- Direct traffic spikes from geo-targeted areas
- Branded search volume
- Landing page hits via QR codes or vanity URLs
- Social mentions/pictures of your OOH ads
Greg emphasized, “You don’t need 100,000 impressions. You need the right 100 people to take action.”
TL;DR: Don’t Ignore the Real World
Out-of-Home works.
Not just for B2C. Not just for brand awareness.
It’s a differentiator in a digital-heavy world.
If you’re struggling to break through inboxes, feeds, and click fatigue—look outside the screen.
OOH might just be your best-performing digital channel.
Want the full conversation?
🎥 Watch the on-demand webinar here