In the latest episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise sat down with Jonathan Gandolf, CEO of AudiencePlus, to unpack the modern return to out of home (OOH) advertising. As brands face increased digital fatigue and decreasing ROI from traditional paid media, OOH has re-emerged as a fresh way to stand out, deliver impact, and build long-term brand equity.
Watch the full video here
The Problem with Over-Reliance on Digital
Gandolf pointed out a growing challenge: paid digital channels are no longer as efficient as they once were. Everyone is running ads on the same platforms with the same intent—drive short-term pipeline. But saturation and declining trust in digital formats are creating diminishing returns. That’s where OOH offers a chance to differentiate.
“Digital is often just noise,” Gandolf shared. “OOH can cut through because it feels real. It’s physical, visible, and doesn’t ask for your email address.”
Why Real-World Impressions Still Matter
OOH isn’t about driving instant conversions. It’s about building brand trust and recognition. Gandolf argued that as buyer journeys grow more complex and self-directed, impressions matter more than ever—but not just the ones you can track.
“A big billboard outside a company HQ may not give you attribution in a dashboard,” he said, “but it creates a moment. And those moments build memory, which builds trust.”
OOH as a Strategic Long-Term Play
OOH isn’t just a throwback tactic—it’s now a strategic channel in a modern media mix. Gandolf and the hosts talked about pairing OOH with content-driven efforts, dark social, and organic reach. The common thread? Creating demand, not just capturing it.
“You’re not going to buy something you’ve never heard of,” Gandolf said. “OOH helps plant that seed so that when the time comes, your brand is the one they remember.”
Making OOH Part of the Mix Again
One key takeaway: marketers shouldn’t treat OOH as separate from digital. Instead, integrate it into your campaign planning. For example, use it to support product launches, awareness campaigns, or major events. Then use your content and digital to reinforce the story.
Final Thought: Not Everything Should Be Measured
In a world obsessed with attribution, Gandolf made a strong case for trust over tracking.
“We over-measure everything. Not everything needs to tie back to a direct ROI. If it builds trust, builds familiarity, and builds memory—that’s marketing doing its job.”
Listen to the full episode of Beyond the Billboard to hear more insights from Jonathan Gandolf on how out of home is evolving, how to think long-term, and why brand impressions still matter.
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