A public service announcement about out-of-home
It is usually the part someone told you the platform could not do. Wrong market, wrong format, wrong buying method, too small, too fast, too far away. Check the mirror again.
Scroll down. Bring your outcome.
Blind spot no. 1
It is the argument the industry keeps having because it is easier than the real one. Programmatic is a way to buy. Direct is a way to buy. Neither one is a strategy, and choosing a team before you choose an outcome is how you end up with a plan that is beautifully optimized for the wrong thing.
Go ahead. Pick a side.
Blind spot no. 2
Format, market, buying method, flight length, measurement. None of those are decisions yet. They are consequences of one decision you have not made out loud. Pick the outcome and watch the plan assemble itself.
Blind spot no. 3
If you have to leave the platform to do the next part of the plan, it was never a plan. It was a channel. One place to see everything, buy everything, and measure it against the outcome you named at the start.
The fix
Impressions are not an outcome. Plays are not an outcome. They are receipts. Useful ones, but nobody sets a quarterly target on receipts. Name the outcome first, build the plan to serve it, then measure the thing you named.
Visits, pipeline, installs, lift, applications. One sentence, with a number in it, before anyone opens a map.
Formats, markets, and buying method get chosen because they serve the number. Not because of what is easy to book.
Holdouts set before launch, attribution wired on day one, and a read you can take to the person who approved the budget.