Super Bowl Ads Final— TV 40 – OOH 22

Lamar's Nettles on Advertisers' OOH Approach

By OOH TODAY believes all voices, not just the loudest, must be heard Last updated Feb 24, 2025

Lamar ‘countdown clock’ for the Super Bowl

Publisher’s Note:

Faith Nettles, a newcomer with over two years of experience at Lamar, recently shared an insightful post on her LinkedIn profile (linkedin.com/in/faithelizabethnettles). She discussed the connection between advertisers’ Super Bowl television ads and their out-of-home (OOH) messages.

As part of Lamar’s team that approves creative content for their digital displays, Faith noted missed opportunities in the OOH space. Reflecting on this, OOH Today titled her story “TV 40 – OOH 22,” building on the final blowout score of the game. Faith’s insights were impressive—she ‘threaded the needle’ with her comments, methodically ‘hitting each between the numbers.’

Check out her post below, and share your thoughts on her LinkedIn profile. Lamar may have a rising star following in Ian Dallimore‘s footsteps.

Super Bowl’s TV and OOH Advertising —Insights from Lamar’s Faith Nettles

by Faith Nettles, Programmatic Marketing Specialist, Lamar Advertising

It took me a full week to build up the courage to hit ‘post,’ but before the excitement around Super Bowl ad spots fades, I wanted to share some thoughts from my perspective as a Programmatic Marketing Specialist with two years of experience at the oldest company in the out of home (OOH) industry. As I followed the release of Super Bowl ads on Friday before the big game, I was also approving creatives for OOH campaigns, and I couldn’t help but wonder: why did these brands choose this particular creative? They spent months, likely sleepless nights, developing an incredible Super Bowl strategy for a :30 second TV spot that cost millions.

While the TV spots were a huge success, the OOH creative running that same weekend felt like a missed opportunity. Two of my favorite Super Bowl ads also had OOH campaigns that, in my opinion, didn’t fully capitalize on their potential.

🟥 Instacart – Why not show a creative with Heinz wiener dogs, Pillsbury Doughboy, and the Energizer Bunny with simple, cohesive messaging like “We’re Here”? You featured these iconic food characters in your TV spot, yet your OOH creative featured a picture of a grocery bag on billboards—the biggest screen in the media—across several markets in the US.

Link to Instacart TV Spot – https://lnkd.in/gg7QcVmU
Link to OOH mockup –https://lnkd.in/gBxpnw5M

🟧 Intuit TurboTax Verified Pro – The commercial was hilarious! I loved it. But why submit such a dull OOH ad with images of experts and messaging like “Experts on every possible W2 in the 305”? The use of hyperlocal is smart, but why this weekend? Why not run a creative featuring Issa Rae eating the cake with messaging like “It’s 2025. This is taxes.”?

Link to TurboTax TV spot – https://lnkd.in/gCARxPqc
Link to OOH mockup – https://lnkd.in/gYkJ-tMz

It’s not that the OOH creative was bad—it just didn’t align with the rest of the strategy. Ads should seamlessly fit into consumers’ existing behaviors because most people don’t view different forms of advertising in silos. When creative and messaging are consistent across channels, it feels more natural, making consumers more likely to recall and engage with the brand.

Both brands, you’re paying for OOH either way, so why not make the most of your ad spend and keep telling the story throughout the viewer’s journey?

In my opinion, the OOH industry is often too disconnected from the rest of omnichannel planning, but haven’t we addressed that with programmatic DOOH? You can now buy across all forms of media through omnichannel DSPs like TTD.

But hey, what do I know? I’m 24 with just over two years of experience. I’d like to think there’s a reason behind this approach, but I’m just not sure what it is.