Mm.

Because, you know, there, there is this desire, and we completely understand there's stakeholders there.

There's often a desire to overdo it and to overcomplicate and to make sure that every possible nuance is included in the, uh, you know, in the ad to cover.

But ultimately, you know, besides legalities, consumers, we are so trained now to, to search, right? We are, we are so, we, we are so trained, we a- we have our phones on us at all times, and if something piques our interest, right, it is a natural inclination for us to search that or to search for more information.

Now using AI, I mean, there's so many vehicles and avenues now we can use to learn more.

So really when it comes to out of home, the power of out of home is capturing attention by le- essentially leveraging emotion, right? By putting public space art organically in our world that captures that attention, makes us feel something, has, is branded enough, right? Is branded powerfully so the brand really shines through, and thereby we don't need multiple call to actions.

We don't need your, you know, the, the website and, and the, the search bar and stuff because as consumers in 2026, we have to trust our audience that we know how to search, um, and that we, you know, if we're giving them enough impetus and enough reason to search, right? That's a really strong job for out of home-

There's two assets that we wanna talk about.