There’s a certain buzz that happens when creativity and innovation collide. That was the feeling as Noble Studios’ Director of Integrated Planning and Paid Media, Danni Winter, attended the 2025 Wilkins Elevate event in Park City. The event brought together industry leaders from across the out-of-home (OOH) and media landscape to explore how technology and creativity are reshaping the way brands connect with audiences.
Over the course of the conference, the conversations covered guerrilla marketing, experiential storytelling, omnichannel strategy and the growing precision of programmatic measurement. Collectively, the sessions reflected a clear shift in the OOH world. What was once viewed as a static awareness tool is now a dynamic, measurable and emotionally engaging part of the media mix.
The Wilkins Guerrilla Factor
One of the most talked-about topics at Wilkins Elevate focused on creativity without boundaries. Guerrilla-style marketing, when done well, isn’t about rebellion; it’s about imagination. Marketers should be focusing on meeting audiences in unexpected places and ways.
Attendees were challenged to look at public spaces through a different lens. A wall, a sidewalk or even a street corner can become an experience with a little imagination. The best campaigns interrupt daily routines in the best possible way, making people stop, think and talk.
The magic of guerrilla marketing relies on three things: speed, adaptability and emotion. The message doesn’t need to feel overly polished; it needs to feel honest, something audiences can relate to or that stops them in their tracks. People can tell when a campaign feels authentic, and they respond to it.’
Beyond Borders: The Global Rise of Digital Out-of-Home
Digital out-of-home (DOOH) is evolving faster than ever, and it’s happening on a global scale. Technology and urban development are turning cities into living canvases for storytelling in physical spaces.
Different markets are approaching this growth in unique ways. In Canada, the conversations are centered around sustainability and community purpose. Across Europe, data drives personalization and precision. In Latin America, new infrastructure and rapid development are opening doors for brands that want to reach audiences in high-impact environments.
The most significant shift has come through programmatic buying, which allows marketers to plan and optimize OOH the same way they do digital. The result is a channel that combines real-world visibility with data-driven precision.
Proving OOH’s Value: Data, Attribution & Incrementality
Measurement has become one of the most important conversations in advertising, and OOH is no exception. The question is no longer whether it works, but how to measure its true impact.
With programmatic tools and attribution modeling, OOH can now show direct connections to real actions, from store visits and brand lift to actual conversions. Privacy-safe identifiers like Mobile Ad IDs (MAIDs) have helped bridge the gap between exposure and outcome.
OOH is now a full-funnel channel that blends storytelling and performance. It is no longer about just being seen; it’s about being felt and remembered in measurable ways.
The Power of Experiential
Experiential marketing has grown from a side tactic into a powerful way for brands to build relationships. When paired with OOH, it creates something memorable and shareable.
Instead of pushing messages, these experiences invite participation. They spark curiosity and emotion, turning a campaign into a moment that people want to be part of. The most successful examples feel organic to their environment while still telling a clear story.
Omnichannel Gold: Turning Media Mix into Momentum
The media landscape has never been more connected. People move effortlessly between the physical and digital worlds, and brands need to move with their audiences.
The most effective campaigns use OOH alongside channels like connected TV, streaming audio and other content. Each touchpoint reinforces the others, creating momentum that feels natural, not forced.
The goal isn’t to be everywhere at once but to use every placement with purpose. When each placement is chosen strategically, they work together in harmony to drive both attention and action.
Final Reflections: OOH at Its Peak
As the sessions wrapped up, a common theme emerged. OOH is no longer a background player. It is an adaptable, data-informed, and emotionally powerful part of modern marketing.
Wilkins Elevate 2025 reminded Noble Studios that great media doesn’t just reach people; it moves them. Whether through bold street-level creativity, immersive experiences or data-backed campaigns, the future of OOH is about creating meaningful moments that connect people to brands in real life.
Want to learn more about how your brand can leverage OOH to make meaningful connections? Contact the Noble Studios team to get the conversation started.
