Why Great Brands Still Bet Big on the Real World
By Andrew Sullivan, SVP Partnerships, NPRP Media
Everyone in marketing has read the playbooks: how to dial up clicks, how to optimize campaigns, how to test a new channel. But somewhere between the dashboards and the data-points, we’ve started to forget one of the oldest truths in the business: that strong brands don’t just buy attention, they earn it.
In a world where screens are everywhere, algorithms finish our sentences, and digital touchpoints blur together, differentiation is harder than ever. The “AI-driven” routes promise efficiency, but often deliver sameness. In that homogenized digital backdrop, something very human is reasserting itself: the physical, visible presence of a brand. That’s where the real world still matters.
A Channel of Conviction
When a brand chooses to step into the real world: onto a street corner, in front of the office building, across the skyline, it’s making a statement. Not just “we have something to sell,” but “we believe something.” Outdoor media isn’t simply another channel of reach; it’s the modern “proof of belief” medium. It’s where you go when you know who you are, and you’re willing to stand for it publicly.
Unlike the testing-first, performance-only mindset that dominates many digital buys, outdoor demands a slightly different posture. It asks: What do we care about? What do we want to be seen for? The brands that use it best don’t treat it as a trial; they treat it as a declaration.
The New Reality of Out-of-Home
The numbers underscore the point. The latest figures from the Out of Home Advertising Association of America show U.S. OOH advertising revenue topped $9 billion in 2024, up about 4.5% year-over-year. Meanwhile, digital out-of-home (DOOH) formats are growing fastest, signaling that this channel isn’t legacy; it’s evolving.
But it’s not just the scale; it’s the shift in how brands use the channel.
Direct-to-consumer and digitally native brands – once laser-focused on clicks and pixels – are increasingly investing outside the feed, outside the browser, because they recognize something: presence still matters. When everything online feels algorithmic, brands that show up in the real world gain a rare advantage: visibility with conviction.
Craftsmanship + Placement Intelligence
At NPRP Media, our view has always been that great outdoor work is part art, part science. A premium location isn’t enough. A bold headline isn’t enough. What matters is knowing why you’re placing a brand there, who you’ll interrupt, how the context amplifies your message, and what belief you’re making visible.
Too many executions treat outdoor like a broadcast channel: throwing messages wide and hoping something sticks. The smarter play is to treat it like a cultural performance: a physical manifestation of brand identity in a shared space. When done right, your placements become more than ads. They become landmarks of your brand in the shared world of your consumer.
Case in Point: Hinge
One brand that embodies this blend is Match Group’s Hinge.
In collaboration with NPRP, Hinge has mastered the art of showing up with intention: taking a stand in their OOH through a layered mix of formats that feel as human as the message itself.
They’ve tapped into everything from large-scale hand-painted walls and static murals to subway takeovers, wildposting, and street furniture with each placement designed to meet people in real life, not just on a screen.
Hinge consistently turns to OOH to tell their story with heart and humor. They strike a balance between precision online, presence offline, that makes their campaigns not just seen, but felt by their target audiences.
From Conviction to Conversation
Here’s where the platform shifts. When a brand shows up intentionally in the real world, the real world starts responding: social posts, conversation, social-proof moments. A well-placed unit becomes the backdrop of culture, not just traffic. Because while digital may dominate impressions, outdoor still dominates visibility… the kind you can’t scroll past without registering.
That visibility turns into credibility. It signals to your audience: we exist. we invested. we believe. Just ask Hinge – a brand that built its voice around real human connection and mirrored that conviction through the visibility of its OOH. Their murals and wildposting walls didn’t just advertise dating; they reminded people what authentic connection feels like.
Why It Matters
If you’re a brand leader today: in startup mode, scale mode, or legacy mode, the question isn’t just whether you can make outdoor work. The question is: can you make outdoor mean something? Because when it’s done with conviction, like Hinge’s approach to showing up in the streets they speak to, it transcends media and becomes a statement of belief. And that’s where we live at NPRP: working with brands that don’t just want to buy space, but want to say something.
In a world increasingly defined by what’s artificial, the most powerful thing a brand can do is be real. Show up. Be seen. Stand for something. If your brand is ready to move from testing to declaration, outdoor remains one of the few channels where presence still trumps prediction.
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About NPRP
At NPRP, we believe that out-of-home is more than just billboards – it’s a canvas for creating unforgettable brand experiences. Founded in 2012 by industry veterans Brad and Lauren Magers, we’re a team of passionate strategists and creative thinkers who thrive on pushing boundaries.
We partner with brands and agencies to navigate the dynamic world of OOH, delivering data-driven strategies, innovative executions, and measurable results. From global giants to emerging disruptors, our clients trust us to bring their visions to life across all OOH platforms.
More at nprpmedia.com
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