Historically, out-of-home advertising (OOH) was used primarily as a top-of-funnel tactic. Billboards, transit posters, and wildposting campaigns delivered broad brand awareness, but lacked the flexibility, targeting, and performance measurement capabilities marketers rely on today. But with recent advancements, that dynamic has fundamentally shifted. 

Today, OOH advertising has evolved into a full-funnel marketing medium capable of supporting awareness, engagement, and conversion objectives. At AGM, we are leveraging innovations in digital billboards, data integration, and cross-channel media strategy to help our clients unlock the complete potential of OOH. 

A Digitally-Driven Shift

The rapid expansion of digital out-of-home (DOOH) across urban and suburban environments has redefined how brands engage with consumers. The result is smarter, more responsive, and more measurable programmatic OOH campaigns. Key developments include: 

• Precision Targeting: Geotargeting, geofencing, and mobile data enable us to reach audiences based on location, time, and behavioral patterns. This ensures your message meets consumers where they are—both physically and in their journey. 
• Real-Time Flexibility: Digital creative can be adapted dynamically using real-time ad targeting based on contextual variables such as time of day, weather, or local events. 
• Performance Measurement: Tools such as footfall attribution, mobile retargeting, and QR code tracking provide deep insights into mid- and lower-funnel activity, empowering brands to track impact and refine messaging. 

Strategic Impact Across the Funnel

A recent example from AGM illustrates the transformation of OOH as a performance channel capable of delivering results beyond awareness. 

As the paid media agency of record (AOR) for the Los Angeles Tourism and Convention Board, we activated a high-impact national marketing campaign that included spectacular digital billboards in Times Square and a Penn Station Domination. 

The "I Love LA" campaign served as a vibrant love letter to Los Angeles and Angelinos, letting the world know that LA was open for business. The campaign generated high-impact visibility and organic social amplification. But the results didn't stop there—through location-based advertising, audience retargeting, and digital extensions, the campaign helped drive engagement with Discover LA's owned content and significantly boosted travel intent to Los Angeles. 

Unlocking the Full-Funnel Power of OOH

As the OOH landscape continues to evolve, marketers have more tools than ever to turn real-world impressions into measurable impact. With the right combination of digital innovation, audience intelligence, and strategic execution, OOH is no longer just about being seen—it's about driving action across every stage of the customer journey. At AGM, we're excited to help brands harness this momentum and unlock the full-funnel value of out-of-home advertising.