Do Social Media and Out of Home (OOH) Advertising Need Each Other?

I recently shared a bus stop ad for Kit Kat that had gone viral. I have shared ads like it before. In every case, I had never seen the ad in real life. As an insightful article from marketing publication The Drum asks: did the ads even need to actually exist in real life in order to be effective?

Unless there is a direct offer, the impact of out of home advertising has always been hard to measure. But when concepts can be photoshopped onto billboards and go viral on social media, it raises some fundamental questions about the value and future of a century old advertising medium. Will social media kill the billboard, or do the two need one another to co-exist?