The strongest awareness driver in modern media
eMarketer recently reported that out-of-home advertising drives a 13.3% lift in brand awareness in the U.S. This outperforms TV at 10.2 percent, digital at 3.9 percent, and connected TV at 2.2 percent.
That is a striking data point. It confirms what OOH believers have long known: the medium is unmatched at driving attention.
But for modern marketers, awareness is only half the battle. The real challenge is turning that awareness advantage into measurable performance outcomes. Doing that requires smarter planning before launch and smarter optimization once campaigns are live.
Smarter Upfront Planning
In digital, brands can launch broadly and let algorithms optimize spend in-flight. In OOH, that safety net does not exist. Static placements lock in once they are booked, which makes upfront planning critical. Even in programmatic DOOH, where spend is more flexible, the work of optimization depends on the quality of planning at the start.
Strong upfront planning comes from combining first-party data, geospatial movement patterns, and detailed asset-level inventory. By unifying these inputs, marketers can score markets, audiences, and placements on their likelihood to deliver outcomes.
This ensures that OOH campaigns of all types launch with precision, not just reach.
Smarter Mid-Flight Optimization
Programmatic DOOH introduces the ability to optimize while a campaign is live. Pricing shifts. Delivery varies. Avails open and close.
In theory, this means brands can adapt spend dynamically. In practice, it often requires significant manual work inside the DSP: building new lines, monitoring delivery, and re-weighting assets by hand.
Automation changes the equation. By feeding real-time pricing, delivery, and availability data into a scoring model, programmatic DOOH campaigns can be adjusted continuously. What would normally take hours of manual work can happen automatically, allowing spend to move toward the most efficient, highest-scoring assets as conditions change.
Awareness and Performance Together
The eMarketer data shows OOH’s unmatched ability to drive awareness. With smarter upfront planning across the entire medium and automated mid-flight optimization where programmatic buying allows, OOH is evolving into a channel that delivers both attention and performance.
That is the future we believe in. It is also why we built THE FLOW, our platform that unifies data, audiences, and OOH inventory into a system that ensures campaigns start smart and keep getting smarter.