What Accounts for Marketers’ Reluctance With OOH?

Performance marketers have heretofore been reluctant to explore the waters of out-of-home advertising, and with good reason: By and large, the industry was slow to adapt to the digital landscape. A global pandemic that forced most of the world inside didn’t help much, either; after all, nobody wants to buy a billboard that nobody is going to see. But pandemic aside, a marketing world increasingly dominated by performance had little room for the traditional OOH business, seen largely as strong in branding, reach and awareness but lacking in traditional performance tactics.