Data 🤝 OOH
We can now use location and behavioural data to be smarter about placements.
And audience-led selling makes the buying process better for clients and media owners alike.
BUT
There is a danger in pushing it too far.
Because if we try to make OOH behave too much like digital (hyper-targeted and overly niche), we risk losing its real superpower:
→ Impact.
OOH is supposed to be big. Public. Shared.
When it gets too granular, it shrinks.
It’s so important to remember: scale is not the enemy of strategy.
OOH works because it’s visible. Because it’s experienced in public, not just tracked in pixels.
Yes, selling to your audience is smart.
But if the audience is too narrow, the magic gets lost.
Let’s use data.
Let’s plan well.
But let’s not forget:
OOH is not just about precision. It’s about presence.
How do you balance targeting with scale in your media strategy?