Technology Ad Spend Adtech

Deep dive podcast: Where’s out-of-home advertising heading next?


By Chris Sutcliffe | Senior reporter

December 14, 2022 | 2 min read

For our out-of-home (OOH) deep dive, we're taking a look beyond the exciting developments of 2022 to where this exciting discipline is headed next. What can brands expect to see over the next couple of years - and where should they be investing their time and money to stay ahead of the curve?

The Drum's senior tech reporter Chris Sutcliffe is joined by panellists Caspar Thykier, co-founder and CEO at Zappar, and Alex Caldwell, senior OOH specialist at Known, to discuss:

  • What role is OOH playing in a brand's wider marketing strategy?
  • Which verticals and sectors are - and aren't yet - making the most out of the OOH format?
  • What new tech is underpinning OOH in 2022 - and how much more sophisticated will it get in the near future?
  • OOH has some inherent strengths that no other marketing medium can emulate. What are some of its current weaknesses relative to other marketing mediums - and how close are we to fixing them?
  • What are you most excited about when it comes to OOH in the next few years?
Technology Ad Spend Adtech

Content created with:


Known is a modern marketing company that pairs Ph.D. data scientists with award-winning creatives, expert research teams and strategists who leverage machine learning, AI and the company's proprietary media operating system, called Skeptic. Known is anchored by two decades of groundbreaking market research and data science capabilities, which uniquely empower our marketing strategy and acclaimed creative groups, who produce some of the most innovative, cutting-edge creative work in culture. The result? Marketing that is predisposed to succeed and be persistently optimized, directly impacting clients' bottom lines.

Find out more


Zappar is the world’s leading augmented reality platform and creative studio for mobile and web apps. Since 2011, Zappar’s mission has been to democratise AR and get it into the hands and lives of as many people as possible, unlocking value for businesses and end-users alike.

Find out more

More from Technology

View all


Industry insights

View all
Add your own content +