For decades, out-of-home (OOH) advertising —especially hoardings and billboards —has been one of the most powerful branding tools. It dominates city skylines, captures mass attention, and delivers unmatched physical presence. Yet, when major brands sit down to plan marketing budgets, OOH is often an afterthought . And even when it is considered, budgets allocated to hoardings and billboards remain minimal compared to digital, TV, or performance media. The question is why? It’s not because OOH...