OOH 2.0:  A Modern Approach to Out-of-Home

Marketers' heads are spinning following a year of layoffs, budget reductions, and restructuring. Gartner summarized it well on a recent webinar - "Chief marketing officers (CMOs) enter 2024 with an imperative to drive efficient growth in a volatile environment. Customer demand and buying behaviors continue to fluctuate unpredictably amid pandemic waves, supply chain disruption, inflationary price increases and geopolitical instability." 

Customer acquisition costs are rising as previously reliable paid channels aren’t driving the same results. And the technology that marketing teams have relied on for years is being challenged by generative AI. 

Marketers need to rip up their old playbooks and build new ones to succeed in 2024 and beyond.

The modern marketer's lens needs to be one of clarity, precision, and integration. A winning marketing strategy focuses on efficiency, precision targeting, and driving practical outcomes. Marketing campaigns today must be: 

• Scalable
• Measurable
• Efficient
• Targeted 

Most seasoned marketers wouldn’t read this list of criteria and think “Out-of-Home” fits the bill. To date, OOH like billboards, bus ads, and signage have been hard to implement, harder to scale, and arguably the hardest tactic to measure. And while DOOH (digital-out-of-home) can be bit more efficient and targeted, it's still not executed in an integrated fashion or clearly tied to key metrics that performance marketers care about. Proving the value of the channels you invest in is absolutely critical in today's environment - and the old way of OOH measurement doesn’t cut it.

Introducing OOH 2.0: modern out-of-home that drives REAL results. 

OOH 2.0 is surround sound for your brand song. It isn’t interruptive, obnoxious, or sensory overload. It’s cool experiences that are served up to the right people at the right cadence. It’s affordable to try, easy to adjust, and above all, it’s measurable.  

Between now and the end of the year, OneScreen.ai will deliver a new expert content series on OOH 2.0 that covers:

• The problems with the old way of OOH
• Why OOH as a medium is resonating with today's consumers 
• How OOH 2.0 can integrate into, and strengthen, demand generation
• What business goals OOH 2.0 campaigns can help you achieve 
• The results OneScreen.ai is delivering B2B and B2C companies

This series is dedicated to making you a more efficient, data-driven marketer. We're not just talking about OOH 2.0; we're creating content that digs deep into it and building the tools to make it a reality.

If you have any questions about out-of-home that you've always wanted answered, please comment on this post or reach out to us. We'll make sure to cover it.