Billboards that answer to your numbers.

Yes, though not with a click report — and the methods are more robust than the medium's reputation suggests. The strongest is a geographic test: run the campaign in chosen markets, hold back matched markets, and compare branded search volume, direct traffic, store visits and lead volume between them. Panel-level exposure and footfall data from media owners adds granularity. On the media mix question the OAAA and Benchmarketing media plan optimisation analysis found that moving a few percentage points of budget toward out of home improved overall plan effectiveness. We agree the measurement design before the first panel posts, because retrofitting proof onto a live campaign is where most disappointment comes from.

Three places: media, production and management. Media is the largest and the most negotiable, and it varies enormously by market, format, illumination and season — the same size panel can differ several-fold between a prime arterial route and a secondary road two miles away. Production covers artwork, print and posting for classic formats, and is minimal on digital screens. Management is our fee, quoted separately. We show all three, so you can see exactly what you are buying and challenge any line of it. We do not take undisclosed rebates from media owners.

Usually both, weighted by the job. Static holds a location continuously for the whole flight, which suits landmark presence and route-based coverage, and it is often cheaper per day. Digital buys flexibility: dayparting, weather or live data triggers, quick creative changes and short bursts. The market has tilted fast — the OAAA put digital at 36.3% of US OOH revenue in 2025, growing 10.5% year over year, and the WOO forecasts digital reaching 49% of global spend, $28bn, in 2026. But share of one frame in a rotation is not the same as owning a wall, so we compare cost per useful exposure rather than assuming digital wins.

Long enough for repeated exposure, which for most brands means four weeks minimum in classic formats and often longer for a launch. OOH works through frequency: the same commuter passing the same panel through a fortnight is the mechanism, so a one-week burst across many sites usually buys reach without the repetition that makes it stick. Where budget is limited we would rather hold fewer markets for longer than sprinkle panels across a country for a week. Digital screens allow shorter, sharper bursts around an event or a promotion, and those we will run for days rather than weeks.

Trade-area coverage rather than landmark sites. For a business serving a twenty-minute radius, the value sits in the roads your customers use every day, transit shelters near residential density, and place-based screens in the retail and medical destinations they already visit. A single motorway billboard reaching a whole region is usually worse value than six well-placed local panels, because most of that motorway audience will never be your customer. We size the plan against your actual service map and existing customer postcodes, and we read the result against calls, bookings and store visits per area.

Both have a place, and the honest answer is that programmatic is smaller than the conversation suggests: the WOO measured programmatic digital OOH at $2.1bn globally in 2025, about 8.4% of digital OOH revenue. It is excellent for flexibility — dayparting, quick bursts, tight geographic targeting, trigger-based activation — and for testing a market before committing. It is often more expensive per useful exposure on premium sites, where a negotiated direct deal wins and where owning a specific wall is the whole idea. We split the budget accordingly rather than picking a side.

It should raise the ceiling on it. OOH creates demand that your search, social and retail channels then harvest, which is why we baseline branded search and direct traffic before a flight and watch them during it. Practically, that means aligning the message with what people will find when they look you up, raising branded search budget in exposed markets so competitors cannot intercept the demand you paid to create, and making sure the destination page is ready — the median landing page in Unbounce's benchmark data converts at 6.6%, and a campaign that lifts demand into a weak page pays twice for the same customer.

We handle it, and we would rather do it than adapt someone else's print ad, because this medium punishes borrowed creative. The brief is unusually strict: one idea, brand visible instantly, few enough words to read at speed and at distance, contrast that survives dusk and rain, and a next step people can act on from memory. We also handle the unglamorous half — artwork specification per media owner, proofing, print management and posting deadlines. If you have a brand team or a creative agency you like, we work to their guidelines and specify the files for them.

No, and the advertiser mix says so. The OAAA's 2025 figures show legal services as the largest product category, up 21% year over year, with consumer banking up 34% and wireless providers up 47% — categories full of regional and local advertisers, not just national brands. What changes with a smaller budget is the shape of the plan: fewer markets, longer flights, formats chosen for trade-area coverage, and a tighter measurement design so the spend has to prove itself before it repeats. If your budget cannot hold one market for a meaningful period, we will tell you to spend it elsewhere first.

That is how we prefer to run it. OOH is planned with your paid search, paid social and local search work so the flight lands on markets where the rest of your marketing can catch the demand, and it is reported in the same place with the same definitions. It is equally fine to buy the OOH work alone while other agencies run your digital channels — we will share the measurement design with them, since a geographic test only works if everyone stops changing the controls.