Online advertising can be a little frustrating for media buyers. Ad blockers are in widespread use, and those users who don’t use ad blockers are so bombarded with advertising that it’s difficult to stand out. If an ad’s not above the fold on a popular site, its odds of being seen are not the greatest.

These aren’t worries with out-of-home. Billboards, signs, digital screens, and the rest of the out-of-home family are unskippable. They’re also unblockable, short of holding a hand up in front of your eyes. There’s no fold to be lost beneath and no shortage of visibility.

Media buyers who have made out-of-home a part of their multichannel campaigns have found that doing so provides an important boost to their other channels, too. Research from Ocean Neuroscience found that “consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on an out-of-home ad first.”

The OOH industry is introducing new digital technologies and convergence, new lighting and materials, more innovative business practices, and a new audience ratings system.

OOH reaches consumers no matter what their media consumption habits are. It goes where most other media can’t go to surround and immerse consumers out of home, where they spend 70 percent of their waking hours.

OOH’s versatile formats offer ‘blank canvas’ creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel, and play.

OOH is highly adaptable, offering virtually unlimited potential.