The Power of Static and Digital OOH with Samy Naidu

Static or Digital OOH? How do you strike the right balance, and is there even a perfect split? In this episode of Beyond the Billboard, we sit down with Executive Director at Provantage, Samy Naidu, to unpack the power of both static and digital Out of Home and the role each plays in building effective media strategies. We explore different perspectives on finding the right balance, what brands and planners should consider when shaping their OOH media plans, and how the two formats can work together to deliver greater impact. There’s no one-size-fits-all formula, and that's exactly what makes this conversation so interesting! 02:24 Finding the right static and digital mix 04:13 Brand fame or tactical promotion? 06:15 Why static and digital must coexist 08:51 Static is the headline. Digital tells the story. 10:58 Creative lessons from Vaseline and Spotify 14:33 Does sharing a digital screen matter? 18:08 Are you using digital OOH effectively? 19:27 Bringing creative agencies into the conversation 22:31 Measuring static vs digital OOH 25:13 Measuring your combined campaign performance 28:38 Global growth and lessons from car brands