From leadership changes at Geopath and the launch of the world’s first 3D holographic experience truck to an awe-inspiring drone-pyrotechnic campaign—get expert insights and the latest trends with colorful commentary from your faithful correspondent, B.B.
1. Lieberman Out, Schnitt In as Chair
Michael Lieberman has stepped down as Chairperson of Geopath’s Board of Directors following his departure from GroupM. In accordance with Geopath’s by-laws, Jill Schnitt, the Vice Chair representing agency members and President of Outdoor Media Group, has been appointed as Interim Chairperson.
Geopath expressed gratitude for Lieberman’s dedicated leadership and valuable contributions during his tenure.
B.B.’s Take: Michael Lieberman moves on from Geopath as is the practice when someone leaves their position in their company, in this case GroupM. The real question is, will the individual, Jill Schnitt, without a doubt a worthy replacement, be a greater leader in the role as Chair of the Geopath Board? The opportunity is a challenging and much needed role. With all that is going on at Geopath at this time, a strong and committed leader to OOH is long overdue. We wish Jill well and offer her our full support.
World’s First 3D Holographic Experience Truck
FLO Advertising, HYPERVSN, and FIREFLY have introduced the world’s first 3D Holographic Experience Truck, debuting on the Las Vegas Strip and set to expand to major cities nationwide. This innovative vehicle combines FLO’s mobile billboard expertise, HYPERVSN’s cutting-edge 3D holographic technology, and FIREFLY’s mobility-based media platform to deliver captivating, floating 3D visuals that engage audiences in high-traffic areas.
The truck is designed for versatility, making it ideal for product launches, brand activations, and live events, offering brands a dynamic way to enhance storytelling and audience interaction.
B.B.’s Take: This is a new ‘innovation’ for mobile trucks. Is it significant? Will it provide greater impact?
3. 1500 Drones with Pyrotechnic Payloads —It’s OOH
Inwindow Outdoor partnered with Sky Elements Drones to execute a groundbreaking out-of-home (OOH) advertising campaign featuring 1,500 drones equipped with pyrotechnic payloads. This ambitious project illuminated Mountain Dew branding across five U.S. cities—Chicago, Salt Lake City, Des Moines, Dallas, and Indianapolis—marking record-setting displays in several locations. The campaign also incorporated a massive 337-foot building adorned with custom LED lighting, enhancing the visual impact. Inwindow Outdoor, traditionally known for its expertise in building design and storefront takeovers, embraced this large-scale endeavor as part of its evolution into a design-led agency with robust media capabilities. The collaboration with Sky Elements Drones was pivotal in executing the pyrotechnic drone displays seamlessly.
B.B.’s Take: Drones have taken a greater role in OOH Over the years. First as POP provider and now as format. We witnessed the drones capabilities first hand two years ago at the Carlsbad OOH Conference. It is very entertaining and provides a unique experience. Where do drones fit into the OOH sphere?
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