Out-of-home, out in front: why this ‘ancient’ medium is having a very modern moment
The Drum caught up with Olivia Oshry, SVP at the OAAA, at Possible in Miami to talk billboards, data and why the oldest ad format in the world is refusing to grow old gracefully. Let’s face it: few media channels can boast a 2025 glow-up quite like out-of-home. The format that once meant little more than billboards and bus stops has quietly – and now not so quietly – evolved into one of the most dynamic, data-driven parts of the media mix. And, according to Olivia Oshry of the Out of Home Advertising Association of America (OAAA), the numbers back it up. “We just hit $9bn in revenue for the first time ever,” she tells The Drum. “We’re one of the oldest advertising mediums and we’re still growing.” Read more here
