Digital ad fatigue is wearing on consumers. Members of your target audience are tuning out, acquisition costs are rising, and attention is harder than ever to earn, let alone hold long enough to earn a conversion. That’s why more direct-to-consumer (DTC) brands are looking beyond screens and rediscovering Out-of-Home (OOH) advertising.
This isn’t your old-school billboard strategy. Modern Out-of-Home advertising is measurable and it’s precise. And thanks to data-driven partners like OneScreen.ai, it’s becoming a core part of performance marketing plans that drive viable business results.
This report highlights the biggest trends we’re seeing in the shift toward performance-based OOH marketing, including how smart creative, high-impact placements, and attribution tools are helping brands like HexClad win in competitive markets.
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OneScreen helps DTC brands and their agencies add impactful Out-of-Home advertising to their marketing mix using 100+ data sources to find, execute, and measure OOH campaigns that deliver real results in the real world. From billboards, blimps, and buses to wrapped cars and connected TVs in bars and restaurants, OOH advertising is the only traditional ad medium still growing.
Marketers are no longer keeping their entire performance budgets locked into specific or multiple digital channels. Instead, they're complementing those digital media silos by investing in real-world environments that add in real life (IRL) impressions that drive measurable actions.
We’re seeing strong adoptions of the following:
OneScreen calls this the Performance Attribution Loop, which is a closed feedback system that starts with a real-world ad, continues through mobile exposure, and tracks all the way to site visits, conversions, and retargeted engagement.
OOH is no longer a top-of-funnel bet. This strategy is becoming a full-funnel performance channel for existing and emerging brands.
OOH performance doesn’t just come from where you show up; it depends on how you show up.
The most effective brands treat OOH creative as part of an integrated, multi-funnel marketing campaign. They align the message, aesthetics, creatives, and placements across channels to build familiarity and direct a defined consumer action.
What’s Working for Out-of-Home Marketing Right Now:
Real Examples of Out-of-Home Marketing in the Wild:
The Lesson: Creative and placement are now inseparable. Together, they multiply impact of your marketing campaigns.
When HexClad, the premium cookware brand backed by Gordon Ramsay, wanted to break through a saturated market, they partnered with OneScreen to run a multi-city OOH campaign focused on both garnering awareness and generating conversions.
Their challenge: Compete in a saturated category while supporting both e-commerce growth and retail sales.
Chicago:
Denver:
New York:
Chicago
Denver
New York
HexClad's Feedback About Performance:
“OneScreen helped us find the right OOH options to complement our digital marketing and deliver the awareness and sales results we expected.”
– Cam Bush, Head of Advertising and Paid Media, HexClad
To help other marketers plan their own performance-driven OOH programs, here are a few standout benchmarks from the HexClad campaign:
OOH is delivering performance and over-delivering on expectations.
OOH has officially graduated from brand-only status. Today’s best marketers are using it to impactful, real, measurable performance, which often outpaces digital in cost efficiency and impact in the modern era.
The key is treating it like any other performance channel: prioritize creatives, optimize placements, and measure results.
Want to see what performance-based OOH could look like for your brand?
Let’s build a campaign that meets your goals.
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