At POSSIBLE 2025 in Miami, Adform’s John Piccone and Adsquare’s Chris Gurciullo joined Barry Frey on the DPAA stage to discuss how digital out-of-home (DOOH) is evolving from a mass-awareness tool into a precision marketing channel and changing the game.

Why DOOH Stands Out 
Unlike traditional digital ads fighting for attention on screens, DOOH seamlessly integrates into daily life — whether it’s a digital billboard during your commute or an in-store display. As Gurciullo joked, after seeing Starbucks ads on the way to the airport, he was craving coffee by the time he reached his gate. That’s real-world influence at work.

From Awareness to Action 
Piccone emphasized that DOOH bridges the gap between awareness and action, nudging consumers toward purchase. With 83% of sales still happening in physical stores, the ability to influence near the point of sale is more powerful — and valuable — than ever. 
 
Smarter Targeting, Measurable Results 
Thanks to location data, DOOH can now target behaviors, not just demographics. A brand like Wilson, for example, can reach people visiting tennis courts or sporting goods stores. Even better, marketers can track actual outcomes — like store visits or sales — not just impressions.

A Creative Playground 
Piccone highlighted DOOH’s creative potential, comparing it to the legendary Burma-Shave billboards of the pase. Those clever, sequential ads turned highways into storytelling platforms. Today’s DOOH takes that to the next level, combining storytelling with real-time, location-based relevance.

A Full-Funnel Powerhouse 
Once seen as just a top-of-funnel tool, DOOH now drives impact across the entire customer journey — from awareness to consideration to conversion. Creative teams have a vast, flexible canvas to engage audiences at every stage.
 
Looking Ahead 
In an era of tight budgets, DOOH’s flexibility and measurability make it a smart investment. Digital screens can be updated on the fly, and as targeting evolves from broad to personalized, DOOH’s future looks bright.

The Takeaway 
Location intelligence is transforming DOOH into a data-driven, high-impact channel that delivers real business results. For marketers, it’s time to think beyond visibility — DOOH is now a key player in driving outcomes.

 
Here’s what Piccone and Gurciullo had to say about their conversation: