In an era operating within an attention economy, creativity has continuously been reduced and placed in the back seat to short attention spans, quick gratification messaging, and endlessly optimized digital ads.
Messages have gotten smaller, simpler, and safer; all but completely removing the messaging risk the advertising risk was founded on. Great risk oftentimes has a great reward; and creativity has always been revered as the foundational stone of the advertising world.
Nowadays, ads are designed to win clicks rather than make true impressions. Out-of-home (OOH) advertising is helping to change that and revive what advertising was built on. By operating in a physical world, this set of mediums gives brands the space, visibility, and true confidence to think bigger again.
