Let the data point to where the story should go
In his April 2025 post on The Future Does Not Fit in the Containers of the Past, Rishad reframes the role of marketing today: pairing infrastructure (“plumbing”) with creativity (“poetry”) to truly connect with audiences.
That framework applies beautifully to Out-of-Home.
OOH doesn’t offer the one-to-one addressability of the open web. But it does offer something uniquely powerful: location.
At Marny Road, we help brands use location not just for visibility—but for growth. Here’s how:
- We enable surface geo-level insights from Google and Meta to identify where performance is lagging or opportunity is emerging
- We map those insights to real-world, high-impact OOH inventory—ensuring we’re only showing up where the canvas matches the moment
- We help craft localized creative that speaks directly to the people in that location, with messaging that reflects behavior, culture, and context
The goal isn’t to spend more—it’s to spend smarter. To grow by showing up in the places where other channels aren’t quite getting it done.
OOH is no longer a top-funnel luxury. It’s a strategic lever for performance, efficiency, and smart market-level expansion.
The plumbing is there. The poetry is ready.
We’re helping brands turn both into meaningful, measurable growth through the power of location.