Outdoor advertising

the science of advertising, tising, tising.

Josh, give us a little background into yourself and, and your role at OOH.

Absolutely, yeah.

Well, thank you for having me here, Jonathan.

So I actually got out of that and in, into media, uh, as a media planner and a buyer, um, working on film clients across roadshow films and ca- and, um, Disney.

Uh, and all through that I realized, uh, I just was always gravitating towards out of home as a, as a lead channel, as a channel I love to plan, and I sort of saw the creative opportunities that exist in out of home.

So that took me out of, uh, out of media agency land and, and into, uh, supplier side, where I've worked at, at OOH for, well, on and off for about eight years.

I did a short stint at Thinkabout in between, which was awesome, but yeah, I've been at, at OOH for, yeah, almost eight years now.

I think, first of all, don't be afraid to be brave, right? And really look at like how you can do things differently.

I think often, you know, out of home becomes one of those places where it's like we need to print the face and get it up.

And then it's up and then the out of home is done.

Spend a bit more time understanding why you've chosen that particular site, who you're speaking to in that area.

What sort of message do you want to land?

Today, we are joined by Marisa Himraj, a senior media professional and an independent media consultant, who is also a fellow podcast host of her own podcast called Cipher, which is about decoding culture.

Marisa joins us back on the podcast after having been with us in our early days about two years ago, and we're so excited to be welcoming her back.

The topic we're going to be discussing today is out of home within culture and the power of context.

Inside OOH.

The 17th of September, 2026.

Dubizzle's UAE OOH campaign makes everyday trading look effortless.

A washing machine, a sofa, and a sports car share one red billboard as Dubizel brings its marketplace into Dubai's roadside view.

Running across hoardings, digital screens, unipoles, bridge billboards, megacoms, and lamp posts, the campaign carries a simple promise.

Hashtag N-O-H-U-S-D-L-E N-O-B-U-S-D-L-E.

Beneath it, the yellow hashtag DoBizzleIt line turns the brand name into an instruction.

The invitation connects this rollout to DoBizzleCar's earlier UAE DOOH campaign, covered by InsightU.

Our, the agency I was at worked with, like, HBO, WE tv, Big Ten Network, that sort of thing.

So the work would vary and different, but a lot of it was print media and a lot of it was specifically OOH, which is out-of-home advertising, so bi- billboards and wild postings, that sort of thing, and direct mail campaigns.

So I say that to say, well, what's the purpose of that in business? The purpose in business of that is e- either to drive foot traffic to a business or eyeballs to an event or tickets to an event.

You do a billboard, sure, 'cause you want the pay-per-views on HBO, but you also want people at Madison Square Garden for that fight.

So, I mean, you had an interesting journey and we're going to talk a little bit about the journey and then OneScreen and, you know, kind of a little bit about the company.

But kind of before we kick it off, I know you went from SaaS, from like a tech kind of background and then to commercial real estate, and then you found your way eventually into out-of-home advertising.

Can you discuss that? That's like a very big journey.

It is.

And Simon had layoffs, as you can imagine that they would.

So this is early 2020.

Prior to that, I had already started to look into this out-of-home advertising thing.

I'm an entrepreneur by heart or at heart, I should say.

And when done and used correctly, out of home can be massively impactful.

I mean, we've seen so many campaigns, so many brands out there that have used out of home well and it gets spoken about and it gets referenced and it becomes part of the sort of cultural zeitgeist.

And so there's proof that out of home works and that it can work and that it's not just a spray and pray approach and that type of thing.

So I think if it's approached in the right way, if it's used correctly, in the right way strategically, out of home can be as powerful and as impactful as any other platform.

Welcome to the Beyond the Bubble podcast.

And if you haven't yet, please do support us by subscribing.

Today, we are joined by Richard Lord, a senior experienced media specialist.

Richard has held senior professional roles across the industry, such as managing director at Starcom, associate media director at Mediashop, and media and operations director at Metamedia.

Inside OOH.

The 9th of September, 2026.

Coors Cairo OOH launch.

Is brand first real estate advertising becoming the new pattern? Corey hadn't been on Cairo's roads before this campaign.

There's no project name here, no unit types, no price per meter, just four words in white against black.

Francesco Totti's face has appeared on Cairo streets before, but never quite like this.

Modan Developments has launched a new OOH creative for Villaggio, its flagship residential project in 6th of October City, and the timing says as much as the headline does.

A familiar face, a new role, the billboard is stripped down, a red field, the bold white claim, one Villaggio wasn't enough, and Totti in an orange polo shirt, signed in his own handwriting beneath his portrait.

Modan's partners on the creative, including Totti's own brand, Binbaz and Campbell Gray, the hospitality name behind Bellagio Gray's hotel-branded residences, are stacked quietly at the base alongside a direct sales hotline.

I'm your host, Dot.

Today, we're looking at the resilience of out-of-home advertising and an international expansion in the streaming world.

First up, out-of-home advertising revenue surged by 12.7% in the second quarter of 2026, reaching over £402 million.

The engine of this growth is digital out-of-home, which jumped nearly 15% and now makes up a commanding 68% of the market.

This isn't a one-off success.