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Redefining advertising impact with creativity + OOH performance metrics

Hills Advertising’s Sami Al Mufleh calls for brands to cut through the noise, captivate audiences and own their own markets by merging data-backed out-of-home performance with boundary-pushing creativity.

In an era when consumers are bombarded with digital ads, out-of-home (OOH) advertising has re-emerged as a cornerstone of brand visibility. Its unmatched reach, noticeability and cost efficiency make it a critical channel – but when fused with bold creative innovation, it becomes a game-changer. 
At Hills Advertising, we’ve proven that blending OOH’s performance-driven strengths with cutting-edge creative executions isn’t just a strategy; it’s a formula for dominating cluttered markets.

Dual pillars of modern OOH success
To thrive in today’s saturated media landscape, OOH campaigns must excel in two core areas: performance-driven precision and creative ingenuity. These pillar


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.