What’s old is new again.

The Outdoor Advertising Association of America (OAAA) saw their ancient medium falling behind the relentless march of digital. But we knew something fresh off the presses - bots and non-viewability were squandering billions in media dollars every year (they still do, though no one’s talking about it anymore). Moreover, OOH had some advantages that were starting to come into focus. In a world where smart phones let anyone “click” on real world billboards in real time, we set out to prove the oldest medium could drive more high-impact and real digital engagement than digital could. And to do that we decided to set a trap for media planners all over the country.