Why Out-of-Home Is the Most Underrated Channel in Marketing with Olivia Oshry, CMO of OAAA | Ep. 409

About this episode

Daniel Murray interviews Olivia Oshry about the resurgence of out-of-home advertising and its importance in modern marketing strategies.

While everyone fights over Meta and Google…smart brands are going offline. In this episode, Daniel sits down with Olivia Oshry, CMO of the Out of Home Advertising Association of America (OAAA), to break down why billboards, out-of-home, and real-world media are booming again and why most brands are still underutilizing them. Olivia shares her journey from digital-first companies like AOL to betting big on out-of-home, and explains why the pendulum is swinging away from pure performance marketing toward a more balanced, brand-first strategy. They dive into why out-of-home works so well in today’s AI-driven, hyper-digital world and why she calls it “the human medium.” They also unpack why attention matters more than impressions, how Gen Z discovers brands differently, and why great creative (not just spend)is what separates campaigns that get ignored from ones that go viral. If you’re wondering how to break through rising CAC and creative fatigue, this episode will change how you think about media mix and where your brand should show up next. Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and…

People in this episode

Host: Daniel Murray

Guest: Olivia Oshry

Topics covered

• out-of-home advertising
• marketing strategies
• brand awareness
• digital marketing
• Gen Z
• creative campaigns

Keywords

• out-of-home
• advertising
• billboards
• performance marketing
• creative fatigue
• media mix
• CAC
• Gen Z
• brand-first strategy

Sponsors

Wrike

Mentioned in this episode

Organizations: Out of Home Advertising Association of America, Meta, Google

Books & works: The Marketing Millennials

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