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Out-of-home advertising may not have traditionally been the first choice for healthcare marketers — or even the second, third or fourth. But new research conducted by Talon America suggests that OOH advertising evolved considerably during the COVID-19 shutdown and, as a result, is extremely effective when paired with social media and digital marketing.
“The pandemic reinforced the importance of flexibility for marketers to be able to quickly adjust their media strategies in response to changing local market dynamics,” said Talon America chief operating officer Jonathan Conway. “Out-of-home has proven its adaptability as both a brand building and performance marketing channel.”
Part of that adaptability stems from the expansions of digital options in the out-of-home realm, Conway added. “The growth of digital out-of-home allows for more tactical, responsive and measurable forms of OOH advertising that are more attuned to the needs of performanc ....

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