OOH in the AI Era with Rick Robinson

In this episode of the FiredUp! podcast, Rick Robinson shares the current state of and what’s working with Out-of-Home advertising and actionable steps you can take right now to make your messaging stand out from the crowd and get noticed by potential customers.

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Rick Robinson is the CEO of PJX Media, a New York-based marketing agency specializing in Out-of-Home advertising. PJX has figured out how to merge technology and people to build the most efficient and effective OOH media agency in the industry. Rick believes the best work happens when technology, media, and creativity come together to achieve a perfect merger of content and context.

Rick, Morgan, and Nicole discuss these key takeaways:

Creative Must Prioritize Visual Impact: To stand out against the high-volume use of AI billboards in tech hubs, your creative design must be laser-focused on a single, clear message. OOH is a visual medium, not a narrative one—less text and a stronger visual are paramount.
OOH is a Brand Credibility Play for Startups: For early-stage companies, Out-of-Home advertising is a powerful way to instantly look like a serious player. This perception of scale can be a critical factor in attracting startup funding, top-tier talent, and press attention.
Leverage Programmatic DOOH for Accessibility: Digital Out-of-Home (DOOH) is now highly accessible to startups through programmatic DSPs. This technology lowers the barrier to entry, allows for geographic targeting, and provides new ways to measure basic performance metrics in a privacy-safe manner.
Adopt an Investor Mindset: Treat your OOH spend as a key investment, not just a marketing line item. Approach the channel by thinking like an investor and a citizen of the space, and always seek expert advice to ensure your spend is strategically executed and measurable.

The clutter is not an excuse to avoid the channel; it’s a challenge to be more strategic with your creative design. Take one piece of your existing digital ad creative and ask yourself: Can I boil this down to a single, powerful image and three words? If not, you’re losing the battle for visual impact on the billboard.

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