Across The Desk with KEVANI's Kevin Bartanian

Every month, OAAA’s marketing team sits down with an industry leader to discuss the latest insights, trends, and best practices for the OOH industry

What excites you about OOH right now?

OOH is converging brands with the emotional experiences people value. This connection is wildly important for brands.

Thoughtfully curated OOH media is shaping how people feel in the environments they move through every day. This shift is an exciting evolution to be a part of!

What message do you have for brands that have not bought OOH before?

 The brands that lean into OOH for the first time are often surprised by its relevance. It is one of the few media platforms that people cannot skip, mute, or scroll past. When executed effectively, it signals permanence, scale, and intention in areas where people live, work, gather, and aspire.

What is the next big thing for OOH?

OOH will continue to evolve into immersive, meaningful, design led installations that become destinations in their own right. AI will play a significant role by empowering creative teams to deliver custom, adaptive, and culturally relevant creatives at scale with unprecedented ease. The most successful brands will use OOH not only to create iconic moments but also to immerse people and their community in the experience. This elevated approach will take center stage in the next phase of OOH.

How are brands thinking differently about impact and creativity when the media itself becomes part of the urban experience?

When OOH becomes part of the city, brands start thinking less about ad faces and more about presence and relevance. Creativity shifts from a traditional campaign mindset to a place-making mindset. Brands are asking how their message can complement architecture, how it can contribute to the energy of a neighborhood, and how it can leave a lasting impression without overwhelming the environment and the community. This is where OOH is most effective. The media becomes an appropriately placed cultural expression.

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