Out-of-home (OOH) advertising has largely been seen as a channel for a big brand awareness moment. A one-time, flashy, expensive billboard "you can't miss". But this limited view has held OOH back. Marketers are missing how OOH can do far more than make an impression. Out-of-home advertising has the potential to connect, build trust, and drive revenue. Let's unpack why we've kept OOH in such a small box and why thinking outside of it might be a game-changer for your 2024 marketing strategy.