Rethinking Out of Home: Why Digitally Native Brands Are Flocking to the Medium

And what the rise of digital OOH can do

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In late April, Postmates became the latest digitally native brand to go big with an out-of-home campaign in New York. The first effort, from 180LA, used poppy, bright colors with clever lines tailored to grab New Yorkers’ attention—a move that recently has become increasingly popular with startups and digitally native brands like Casper and Brooklinen, which want to make a big splash in a new market.

“As a tech company, Postmates has always had a very strong digital and social advertising presence, but awareness-level marketing is becoming increasingly more important as the brand matures,” Lizz Niemeyer, director of brand marketing, Postmates, explained.

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This story first appeared in the May 7, 2018, issue of Adweek magazine. Click here to subscribe.