Why Out-of-Home Is the Most Underrated Channel in Marketing with Olivia Oshry, CMO of OAAA | Ep. 409

Out-of-home (OOH) advertising is experiencing a significant renaissance, evolving from a traditional medium into a vital, data-informed component of modern omnichannel marketing strategies. Olivia Oshry, CMO of the Out-of-Home Advertising Association of America (OAAA), highlights that OOH serves as a "human medium," offering a visceral, real-world connection that cuts through the noise of algorithmically driven digital environments. While digital OOH now accounts for one-third of industry revenue, the medium's true power lies in its ability to amplify broader campaigns and build brand trust. Successful brands treat OOH as a strategic asset—leveraging creative, location-specific messaging to drive both awareness and performance—rather than a siloed add-on. By balancing awareness with performance metrics, marketers can effectively utilize OOH to foster meaningful consumer engagement and maintain long-term brand relevance in an increasingly fragmented media landscape.