Observed Signal · Aug 13, 2026 · Analysis · Source: The Drum · Impact: 2/5 · Sentiment: Positive
OOH Should Behave More Like Social
Jay Young of Grand Visual argues that out-of-home (OOH) advertising must move beyond single ‘hero’ executions and adopt the continuous, responsive principles of social feeds. The piece says digital infrastructure, programmatic delivery and AI-driven production enable OOH to deliver many contextually relevant moments across a campaign — adapting by time of day, weather, location and cultural moments. Examples include Quaker’s weather-reactive bus shelter and Tincup’s partnership with the Colorado Avalanche. The author calls on media owners, agencies and specialists to enable dynamic delivery, brief adaptable campaigns, and iterate creative in-flight rather than locking work at launch.
Discusses the strategic shift for OOH/DOOH toward programmatic, adaptive creative and in-flight optimization — relevant to agencies, media owners and creative teams but is industry commentary rather than a platform policy or technical release.
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Key Takeaways & Evidence Grounding
- Opinion by Jay Young of Grand Visual published on The Drum argues OOH should adopt feed-like responsiveness.
- The article states digital infrastructure, programmatic delivery and AI-driven production expand what OOH can do.
- Quaker ran an interactive bus shelter using thermal imaging to vary discounts based on real-time weather.
- Tincup partnered with the Colorado Avalanche to display countdowns to games, QR codes for drinks, and switched to live ski reports when there were no home games.
- The piece recommends media owners enable programmatic access, agencies brief adaptive campaigns, and creative teams optimize and evolve work in flight.
Connected Companies & Entities
1 Entity mapped“Netflix demonstrated this brilliantly recently when it responded to the explosion of documentary-style content on TikTok with a simple Threa...”
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Related Market Signals & Shifts
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Reactive OOH Shouldn't End With Final Whistle
Luke Willbourn (Talon MD) argues that out-of-home advertising (OOH), especially digital OOH (DOOH), should remain culturally reactive beyond major sporting events. The piece notes that brands like Virgin Atlantic, McDonald’s, Bumble, Sainsbury’s, the National Lottery, Specsavers and Lidl used timely OOH creative during the World Cup and other cultural moments to stay relevant. DOOH's capabilities — dynamic creative, flexible buying and smarter data signals — increase responsiveness and effectiveness, with cited research claims of higher brain response and better performance for dynamic campaigns. The author urges marketers to treat cultural relevance as continuous rather than seasonal, balancing speed with authenticity to extend OOH’s impact.
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Disney and Netflix have reached a licensing agreement to bring a selection of Disney-owned TV shows and movies to Netflix. The slate includes popular franchises like Percy Jackson and the Olympians and the Ice Age films, as well as titles like Will Trent, Shifting Gears, and Felicity. The deal aims to promote upcoming Disney+ seasons and theatrical releases by offering content on Netflix for limited periods. Percy Jackson seasons 1 and 2 will be available on Netflix starting October 4, ahead of the season 3 premiere on Disney+ on November 20. The Ice Age films will also arrive on October 4, before the theatrical release of Ice Age: Boiling Point in February 2027. Additional titles will roll out through early 2027. This move reflects Disney's strategy to leverage Netflix's reach to drive interest in its own platforms and theatrical releases.
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