By Rick Robinson, CEO @ PJX Media
Picture this: a world devoid of billboards, bus wraps, or the dazzling brilliance of Times Square. No ads yet grace the walls of subway stations, airports, or the iconic Sunset Strip. It’s a blank canvas, a world where Out-of-Home (OOH) media doesn’t exist. But as humans visual communication is in our very DNA. We crave information and connection, especially when we’re out in the open, existing in The People’s Space. This inherent desire for connection, this openness to discovery, is the fertile ground where OOH media would naturally take root.
On this “Day One,” there’s no established dogma, no set way of buying or creating. It’s a wild frontier, brimming with limitless potential. Brands firmly know that we, as a species, are visually oriented. They yearn to connect with us on this visceral level. Therefore, OOH becomes more than advertising; it becomes a primal urge, a way to break through the clutter and forge a connection in the shared space we occupy.
Imagine the possibilities! The first giant digital screen illuminating a bustling intersection, a canvas for creativity as vast as human imagination. Street furniture with integrated advertising transforms into works of art, seamlessly blending function with brand messaging. Statistics paint a clear picture and testament to its authenticity and power; studies show OOH gamers a whopping 70% ad recall rate (Solomon Partners 2023 Benchmark Report), making it a beacon that cuts through the noise. People are not just noticing OOH, they’re favoring it. Consumers trust OOH 2.7x more than digital ads (Cynopsis Media 2024), and three-quarters of consumers view DOOH ads favorably or have recently taken action after seeing a DOOH Ad (OAAA Harris Poll)
Think of the major brands – the Studios, the Luxury Fashion Brands, the Nikes, and the Apples of the world. They all dedicate a disproportionate share of their budgets to OOH. Why? Because it fosters brand trust, awareness, and ultimately, sales. But OOH isn’t just for the Goliaths. It’s a Launchpad for Davids too. For challenger brands, OOH is proof of life, a way to shout, “We’re here!” to the world. A single, strategically placed billboard can spark a movement, and turn a fledgling company into a household name.
OOH is a theatre writ large on the streets. It’s a canvas for audacious creativity, a playground for the wildest ideas. Every agency creative secretly harbors an OOH fantasy a chance to craft a masterpiece that stops people in their tracks, an opportunity to become a legend overnight. Here, on Day One, that dream becomes a reality. There are no limitations, only possibilities as endless as the human imagination.
So, what would we do if it were truly Day One for OOH? We’d break the mold and redefine the boundaries of advertising. We’d create experiences, not just ads. We’d tap into the power of human connection and forge a new dialogue with the public. We’d build on the foundation of our newfound visual voice of culture and commerce; understanding that OOH isn’t “in the way,” it’s a welcome “way in” a way to connect, inform, and inspire on a massive scale, one person, one community at a time.
The answer lies in the question itself. Because on this imagined Day One, OOH wouldn’t just be advertising – it would be the dawn of a new era of human connection, a vibrant tapestry woven into the very fabric of our public spaces. And that, my friends, is a story worth telling – one billboard, one screen, one poster, one wall, one OOH message at a time.
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