Nicolas Brien on industry challenges
From Unleashing the Superpower of OOH with Nick Brien | 2025 OOH Media Conference · · OUTFRONT Media
“The biggest frustrations for our 1,265 members are lack of scale, complexity in all aspects, and poor measurement. These ongoing frustrations with this medium cause us to suffer as a consequence.”
On , Nicolas Brien, Interim Chief Executive Officer & Director at OUTFRONT MEDIA INC, spoke about industry challenges during Unleashing the Superpower of OOH with Nick Brien | 2025 OOH Media Conference on OUTFRONT Media.
About Nicolas Brien
At the 2025 OOH Media Conference, Nick Brien, Interim CEO of OUTFRONT Media, discussed the state and potential of out-of-home (OOH) advertising. He stated that the medium faces ongoing frustrations from its members, including a lack of scale, complexity, and poor measurement)Skip. Brien argued that OOH has an opportunity to differentiate itself from competitors by focusing on "reach and influence" rather than simply doing things better. He noted that top brand advertisers spend $67 billion annually on linear TV and cable, and suggested that a small increase in OOH's share could significantly shift spending away from traditional media. Brien also addressed broader industry trends, stating that AI is eroding trust and that Gen Z is increasingly seeking less time on devices and platforms, which he described as a significant opportunity for "real life marketing." He cited a projected $380 billion global creator economy by 2027 and noted that 60% of TikTok users are more likely to trust a brand after hearing about it from a creator. Brien emphasized that OOH can own the "real universe" where most businesses and consumer shopping occur, positioning the medium as a place where culture and brand trust are formed.