Modern OOH: Here’s why you should integrate digital experiences into your OOH advertising

26 Jun 2023

With modern OOH, the combination of contextually relevant innovation and digital tools is today providing higher levels of measurable engagement than ever before.

OOH 3.0

Modern brands have embraced OOH “3.0,” if you like. They have grasped a variety of new technologies that deliver a very engaging and connected digital experience to modern consumers who spend enormous amounts of time out of home with their devices, driving a far more integrated and engaging consumer experience.

Today’s data-targeted, digitally fueled, location-specific, and contextually relevant OOH is propelled by innovation. From attention-grabbing spatial and 3D anamorphic activations that seemingly bring brand products to life to QR-code-enabled real-time consumer interactivity, today’s marketing leaders are fusing digital with the benefits of out-of-home to create a fully integrated consumer experience online and in real life.

Many prominent brands are capitalizing on these digital-enabled OOH innovations. For example, brands that are using real-time interactive QR codes to further boost the effectiveness and stickiness of their OOH ads are seeing incredible ROI. Recently, we saw 42% of consumers scan a QR code after seeing a subway ad, with every one in 10 people making a purchase. This was based on 426 out of 1000 respondents surveyed in the OUTFRONT NY 5 Borough Audience Survey, Wave 4, in June 2022. I believe innovation—from QR to AR and XR—will drive the next wave of invention in OOH.