Our Approach

An audience strategy defines ideal buyers and prospects, how to reach them, and what messaging resonates with them. It goes beyond demographics alone, using various data like purchase history, website interactions, or social media activity, to not only define an audience but to engage them with relevant content. Understanding your audience at this level allows you to deliver the tailored experiences they expect while achieving the outcomes you want, avoiding wasted spend and missed opportunities in the process. While marketing data is complex, analyzing the insights gathered from this data doesn’t have to be. However, your process, data, and tech stack need to be strong.

Make friends with your Sales team. They can help you create your funnel. Define measurable actions to monitor funnel progression and indicate funnel movement. Prioritize scale and size to create the best segmentations. Use first-party data at all stages across the funnel — even at the top. You can use them as exclusions or bases for lookalikes. Evaluate historical performance at the start of every quarter for guidance and find your benchmarks. Practice transparency with your stakeholders by sharing goal dashboards.

Out-of-Home (OOH) advertising – encompassing billboards, transit signs, and digital displays – has experienced a remarkable technological evolution since the internet's emergence in the early 1990s. As consumers became increasingly connected online, the traditionally static OOH medium began incorporating digital capabilities to maintain its relevance and effectiveness. This research report, directed at OOH advertising executives and Fortune 1000 marketing leaders, chronicles key advancements in OOH technology in the U.S. (with global comparisons) over the past few decades. It emphasizes high-level trends and widely adopted technologies, including digital billboards, programmatic digital OOH (DOOH) buying, geolocation and mobile integrations, data-driven targeting, augmented/virtual reality (AR/VR) enhancements, improved measurement and attribution, and the growing role of artificial intelligence (AI). The objective is to illustrate how OOH advertising has evolved from static posters into a dynamic, data-driven channel, while providing insight into the industry's future direction headed.

In the 1990s, the rise of the Internet did not immediately change the predominantly analog nature of out-of-home (OOH) advertising, but it laid the groundwork for future innovation. During this era, OOH advertising in the U.S. was still dominated by static billboards, posters, and transit signage. The decade witnessed ongoing investment in traditional formats (such as vinyl billboards replacing paper for enhanced durability) and iconic illuminated signs (like the neon-lit billboards in Times Square). While OOH remained a physical medium, the emerging digital revolution suggested new possibilities. Initial digital signage experiments began to appear in high-traffic areas—for instance, electronic displays in locations like Times Square and Las Vegas—but these were custom installations rather than widespread advertising networks. The OOH industry acknowledged the Internet’s potential to facilitate remote content control and data sharing, even though the technology was not yet prepared for mainstream use. By the late 1990s, companies were investigating how new digital display technologies (like LED screens) and internet connectivity could eventually be applied to billboards. These early endeavors set the stage for the digital out-of-home revolution that would unfold 2000s.

What is sustainable advertising? Answer: Sustainable advertising involves creating as well as delivering marketing messages in ways that minimize environmental harm. This includes using eco-friendly materials, reducing waste, and employing energy-efficient technologies.

How can digital advertising be more eco-friendly? Answer: Digital advertising can be made more eco-friendly by optimizing campaigns in order to reduce energy consumption, using data-driven strategies for efficiency, and ensuring digital platforms are powered by renewable energy sources. What are some examples of eco-friendly materials for print advertising? Answer: Eco-friendly materials for print advertising include recycled paper, biodegradable inks, and sustainably sourced materials. These options help reduce waste and environmental impact compared to traditional materials.

Why is sustainable advertising important for businesses? Answer: Sustainable advertising is important because it helps reduce environmental impact, meets the growing consumer demand for eco-friendly practices, enhances brand reputation, and ensures compliance with environmental regulations.

A standard is a set of guidelines, specifications, or criteria established by consensus and approved by a recognized body, providing a common language and framework to ensure consistency, quality, safety, and interoperability across various industries and fields. Standards are instrumental in facilitating international trade, enhancing product reliability, and ensuring compatibility between different technologies and systems. By adhering to standards, organizations can improve efficiency, foster innovation, and meet regulatory requirements, ultimately benefiting consumers and industries alike. Standards play a pivotal role in everyday life, often going unnoticed, yet they are fundamental in ensuring the effectiveness and safety of products and services. They cover a wide range of topics, from product design, manufacturing processes, to environmental practices and information security. Standards can be voluntary, meaning companies choose to comply for market advantages, or mandatory, enforced by government regulations for health, safety, and environmental reasons.

The development of standards involves a collaborative and transparent process, engaging experts, stakeholders, and the public to ensure diverse input and broad consensus. This process ensures that standards are comprehensive, relevant, and adaptable to technological advancements and societal changes. Adherence to standards is often verified through certification and testing by accredited bodies, adding a layer of trust and confidence for consumers and businesses. In the global economy, international standards, such as those set by the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC), promote harmonization, reduce trade barriers, and support sustainable development goals. In summary, standards are essential tools that guide the quality, safety, and efficiency of products and services, fostering innovation and trust in the global marketplace.