An article in OOH Today argues Posters are a thing of the past. WNDW Disagrees.
A recent piece by my good friend Brent Baer, publisher of OOH Today, When Posters Ruled the Streets, makes a familiar claim – printed posters have been replaced by digital screens:
“Fast forward to today, and those [printed] canvases have been replaced by glowing screens that change every 8 seconds, where paper once hung.”
It’s a compelling narrative. It’s also not exactly correct.
Digital didn’t replace posters. It simply changed the delivery method, but with the same fundamentals; show up in the real world, and get peoples’ attention.
But here’s the miss: not all presence is created equal.
OOH didn’t start with digital. OOH started with static posters—placed directly into the environments people move through every day.
Location is everything. This hasn’t changed.
A digital screen in a lousy location is still lousy.
A static poster, in the right place, owns the space. Think 100% SOV.
A digital screen rotates messages, giving ads less time to be seen.
At WNDW, we’re not looking backward—we’re doubling down on what has always worked:
Real-world messages.
In the right place.
At the right time.
Always on.
Always present.
At scale.
Get in touch anytime – we would love to hear from you!
