The Art and Science of Out-of-Home

Insights from UM, Twitter, Edelman and PMX

In our digital and mobile-first era, billboards and other out-of-home advertising have fully embraced data-driven marketing, with audience analytics and digital technology becoming crucial to the OOH equation.

At the Cannes Lions, we spoke with innovative digital marketers from UM, Twitter, Edelman and PMX to get their take on how art and science inform outdoor advertising. In the video above, they discuss some of the latest trends, from using mobile to retarget consumers who’ve been exposed to an outdoor ad, to delivering dynamic creative based on the weather, time of day or other factors

“Art and science play a very strong role when it comes to outdoor,” says Chad Stoller, Global Chief Innovation Officer at UM. “Outdoor is a strong part of the art. It allows us to truly deliver and reach this particular customer or this particular segment. I believe they work together very well.”

Joel Lunenfeld, Twitter’s VP of Global Brand and Strategy, explains why, as a digital-first brand, the company chose out of home to launch its campaign. “Because Twitter happens in the world, we wanted to bring it back into the world and show it to everyone.”

See the complete interviews below.

Chad Stoller, Global Chief Innovation Officer, UM

Chris Paul, Global Managing Director, Edelman

Joel Lunenfeld, VP, Global Brand and Strategy, Twitter

Adam Shlachter, President, Global Innovation, PMX