Thriving in a post-peak internet ads world

It’s undeniable the digital advertising frenzy is losing steam. We say this as a group who has been here since pretty much the beginning, with our team members involved in building some of the world’s largest adtech products. There's a growing realization that our industry's obsession with all things digital has been at the very least overhyped. Maybe it’s time we rethink how we connect with consumers in more meaningful ways once again.

Advertising veteran Rory Sutherland once pointed out that brands are sacrificing creativity in favor of digital metrics. His message was simple: marketing should focus on storytelling and building relationships, not just churning out content for the sake of engagement, reaching audiences of varying quality - if real humans at all.

The rise of ad-blocking software speaks volumes here. Nearly 30% of consumers now actively avoid digital ads, frustrated by their intrusive nature. The takeaway is clear: people don’t really want ads online. This is where out-of-home (OOH) advertising shines— it’s both unskippable and non-intrusive, meeting audiences in the real world where their attention is undivided. Screens at a desirable distance, not interrupting your group chat or daily news.

Anyway, how many digital campaigns can you actually remember that stand out in the last decade? It’s a tough question, I struggle to think of many - but when you think of out-of-home campaigns, it’s clear they have the power to create memorable moments. I just flew into Seattle and can shut my eyes and recall the Dell AI campaign I saw at the Austin airport yesterday. But I couldn't tell you the social media ads I scrolled past 5 minutes ago before writing this note. All attention is not created equal.

At AdQuick, we believe in the power of combining the precision of technology with the impact of OOH. Our platform makes it easy to plan, buy, and measure OOH campaigns while delivering results that can’t be blocked or ignored. OOH provides brands with a lasting presence, one that resonates and is memorable.

It’s time to build campaigns in places that matter.