Key takeaways from OneScreen’s July webinar
Out-of-home (OOH) advertising is having a moment. It’s not guesswork anymore. It’s powered by real data, precise targeting, and smart creative.
In OneScreen’s latest webinar, experts from Predictive, Storylane, and OneScreen shared how to use data to make OOH a high-performing part of your marketing strategy. Here are the top insights.
Oh, by the way, if you want to watch the full webinar, check it out here.
1. Use the right data, not all the data
Marketers are flooded with data. The key is knowing which data points actually drive decisions. Greg Wise broke it down into three buckets:
- Movement data: where your audience goes, when, and how often
- Audience data: who they are, what they care about, and what they do
- Contextual data: what type of environment your ad appears in and how that affects attention
Marketers often overcomplicate this. The most successful campaigns use two to three data points to anchor decisions. That’s enough to build a clear, effective plan.
2. OOH should be part of the full funnel
Lindsay O’Brien shared that one of the biggest gaps for marketers is connecting data across the funnel. OOH should never sit on its own. It can boost brand awareness, nurture leads, and drive conversions when paired with the right follow-up.
QR codes, branded search lifts, and shareable creative can all signal campaign impact. The best results happen when OOH is aligned with digital efforts, email sequences, and sales follow-up.
3. OOH can make ABM campaigns feel personal
Nick Bennett explained how to build targeted out-of-home plays for account-based marketing. He starts by mapping where his top accounts work, commute, and spend time. Then he places creative in those locations.
He follows that with LinkedIn ads, display retargeting, and personalized landing pages using the same messaging. This makes the experience feel coordinated and personalized across channels.
The goal is not scale. The goal is precision. When the same message shows up on the street, in the feed, and in the inbox, people remember.
4. Events are prime for smart OOH plays
OOH shines during industry events, especially when you understand attendee behavior. Greg shared that airport ads work best when people are flying in. Street-level and transit ads work better when attendees are local.
The timing also matters. Think about how to reach people before the event, on their way there, during the event, and even after. The best campaigns cover the full journey.
5. Measuring OOH takes more than QR codes
QR codes are helpful, but they only capture part of the story. Mara from Storylane shared that her team tracks city-level branded search volume to see if awareness is rising during campaigns.
One of her campaigns had 200 event attendees but drove 600 brand searches in that city. That extra reach came from creative that was visually bold and shareable. The lift went beyond the event itself.
Final takeaways
Each guest left us with a reminder for marketers:
- Lindsay: Think about how you’ll use campaign data after the fact, especially for nurture and retargeting.
- Nick: OOH works best when it’s backed by data and focused on real outcomes.
- Madhav: A strong creative idea and smart placement can triple your reach.
- Greg: Don’t overcomplicate it. Use the right data, align with your goals, and take action.
OOH works. It builds trust, earns attention, and complements your digital campaigns. Done right, it makes your brand feel bigger, more memorable, and more connected to the people you want to reach.
📺 Watch the full webinar on demand here.
📞 See how you can include OOH in your marketing efforts by talking with our team of experts here.