Even in an age of endless feeds, a good billboard still stops you. I’ve seen it happen too many times
to doubt it. There’s something uniquely public about out-of-home (OOH) campaigns. Ideas are tested in the open, shared by strangers in traffic, at junctions, and on the school run. And maybe that’s why it still matters in 2025. When so much of our attention lives behind a screen, OOH remains one of the few spaces that belongs to everyone.
In the Middle East, where skylines seem to change overnight and audiences are more connected yet more fragmented than ever, OOH remains one of the most human ways to reach people where life actually happens.
But it’s also becoming one of the most tec
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