In the weeks leading into the DPAA Global Video Everywhere Summit, taking place October 13 at Pier Sixty in NYC, DPAA (www.dpaaglobal.com) is releasing surprising, sourced facts that challenge conventional thinking about OOH—and demonstrate why marketers should reconsider its role in the modern brand plan.
Too often, mediums are pitted against each other as if buying is a zero sum game. Take the explosion of social platforms and marketers moving budget away from traditional media to connect with people on TikTok, Instagram, Snap, X, etc. The more interesting question isn’t whether brands should choose OOH or social. It is what happens when the two work together.
Five things that make you go hmmm:
When social campaigns are paired with OOH:
- Attention increases 42%.
- Overall campaign effectiveness increases 7%.
- Business effects increase 34%.
- Sales effects increase 28%.
- Market-share effects increase 59%.
OOH isn’t competing with the feed. Maybe it’s feeding it. Hmmm.
In fact … THE REAL WORLD IS THE FEED.
The strongest media plans don’t treat the physical and digital worlds as separate experiences. Plus, with social media restrictions being passed in several countries and U.S. states, social alone isn’t enough to reach many of the most valuable consumers.
To learn how OOH can amplify social, mobile and the rest of your media investment—and how it should fit within your brand plan—come to the DPAA Global Video Everywhere Summit, October 13, 2026, at Pier Sixty in NYC. https://dpaasummit.com/global/
Source: The Point of Social, 2026
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
