The timeless value of traditional OOH

In 1964, Albert Goldman coined the term lindy in reference to comedians whose careers thrived not by novelty but endurance, illustrating a timeless truth: what lasts tends to keep lasting. Today, this concept has been expanded by thinkers like Nassim Taleb (author of The Black Swan) in reference to what sticks across time.

In a world seemingly dominated by digital and programmatic advertising, it’s easy to think traditional out-of-home (OOH) ads have become antiquated. But that couldn’t be further from the truth. In fact, just the opposite: they're the most 'lindy' ad format, standing out and remaining among the most memorable ads on the planet.

Traditional OOH like static billboards, airport displays, bus shelters, and other printed formats still accounts for around 64% of total OOH spend. So it’s not just holding on, it’s holding strong. Linear TV has not proven lindy and continues to trend down. But billboards have, with continued growth and all time high investment in 2024 (>$9.1 billion).

Here’s why smart marketers still invest in traditional OOH:

• Guaranteed Exposure: No skipping, no blocking. Just high-traffic visibility, day in and day out.

• Share of Voice: Own your moment - no ad rotation, no sharing impressions.

• Cost-Effective Impact: More negotiable, lower-cost media that still packs a punch.

• Precise Placement: Hit your audience where it counts: whether you're celebrating, competing, or driving local foot traffic.

And here’s the kicker: traditional OOH works even better when paired with digital. By syncing your static buys with programmatic placements, you get the best of both worlds: broad reach with precision, storytelling with data, guaranteed presence with flexibility.

At AdQuick, we make running both traditional and digital OOH campaigns easy. Whether you're looking to plan your next big splash or just want to learn more, we’ve got you covered.

See what’s possible with AdQuick, or reach out to us directly at [email protected], we'd love to chat. Let us help you win your category.