"Out of Home" is quickly becoming a tired advertising channel.
"Digital" is quickly transforming into something more powerful than "always on."
People are active. Not tied to any single "channel" and certainly have the expectation that communications they want from a brand/organization is "always there."
Digital + OOH does not necessarily fill that need. Not at all.
Relevance & timely + "right there" (at that moment in time) fills the need. This is what the new OOH can be.
Unfortunately, though, as a channel, OOH is only a check-the-box thing. We must change this.
"Digital" can help. But it’s much, much more.