Out-of-home (OOH) advertising is having a major comeback. In a world overwhelmed by digital ads, OOH offers something different: a bold, real-world presence that builds trust and brand awareness. In this episode of Beyond the Billboard, host Charlie Riley sat down with Matthew Sciannella, Director of Demand Gen at Refine Labs, to explore how OOH is being used by modern marketers looking for impact.
Watch the full episode below.
OOH Advertising Stands Out in a Digital World
Matthew kicked things off by explaining why OOH is the zag when everyone else is zigging toward digital. OOH campaigns break through the noise and give your brand visibility where people live, commute, and work. These campaigns make a lasting impression and are often more memorable than digital ads.
Simple Creative Wins in OOH
One of the key takeaways from the episode: keep your creative clear and simple. “Simpler is better,” Matt said. You have only a few seconds to make an impact, so don’t overthink it. Strong visuals, bold copy, and a clear call to action make the difference. He pointed to “Drake the Lawyer” as an example; his consistency and clarity drive brand recall at scale.
“Simpler is better,” Matt Sciannella – Director of Demand Gen at Refine Labs
Where You Place OOH Ads Matters
OOH is all about location. Effective campaigns rely on understanding where your audience physically spends time. The hosts talked about how placement strategy starts with behavior, not impressions. This approach helps make every dollar count, especially for brands expanding beyond paid social or search.
OOH and Digital Work Better Together
OOH should not replace your digital efforts. It should enhance them. As Charlie pointed out, seeing a billboard often triggers people to search online or click a digital ad later. Smart marketers use this to reinforce messaging and build credibility across multiple channels.
Measuring Success in New Ways
Marketers often struggle with how to measure OOH. It doesn’t offer the instant feedback loop of digital, but that doesn’t mean it’s not working. Matt encouraged listeners to measure long-term results like brand lift, direct traffic, and organic search growth. These are real signs that OOH is driving action even if it takes time.
OOH Is Worth a Second Look
The podcast made one thing clear: OOH is a powerful way to reach people. It requires planning and clear creativity, but when layered with digital, it becomes a high-impact tool in your marketing mix.