Expanding the Definition of OOH
How one industry conversation sparked a broader discussion about the future of attention in OOH
By Tony Hessburg, President, AdReach
Members of the AdReach team were down in Dallas for OOH Media Con, and one highlight was meeting Brent Baer in person. If you don’t already know Brent, he’s a passionate advocate for the OOH industry and someone who clearly cares deeply about protecting and growing this space.
We discussed Brent’s recent OOH Today Word on the Street piece about AdReach. And hearing his feedback directly reinforced something important: Innovation within OOH should elevate the category, not create unnecessary division within it.
Innovation within OOH should elevate the category, not create unnecessary division inside it.
Our intent was never to diminish billboards, transit, or any traditional OOH format. In fact, we believe the exact opposite: OOH is evolving into a
broader ecosystem of high-attention environments for brands to connect with consumers.
Traditional formats remain incredibly powerful for scale, visibility, and cultural impact. But advertisers today are also looking for complementary environments that create deeper engagement and more contextual moments with consumers. That’s where AdReach fits in.
We see AdReach as an extension of OOH into environments like hotel rooms. In-room moments offer a quieter, more immersive space where travelers arrive, settle in, and engage differently than they do while moving through the world. That distinction matters.
We genuinely respect the OAAA community and everyone working to move this industry forward. We attended OOH Media Con because we want to learn, build relationships, and contribute positively to the future of OOH.
As our hotel network continues to grow across North America, we’re excited about the opportunity to work alongside media sellers, agencies, and brands looking to bring OOH into new environments and experiences.
And if my conversation with Brent reinforced anything, it’s that the OOH industry cares deeply about its future.
Let’s refresh the conversation around OOH—contact us today.
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