As a global leader in SEO, content marketing, and data analytics, Anastasia Braitsik has a unique vantage point on the intersection of the digital and physical worlds. With Out-of-Home advertising undergoing a radical transformation, we sat down with her to understand how the medium is evolving beyond simple visibility. Our conversation explored the shift toward measuring emotional engagement, the rise of interactive “phygital playgrounds” designed for a new generation of consumers, and the sophisticated use of real-time data to create advertising that resonates with a city’s collective mood. She also unpacked the strategic divergence between fast, tactical advertising and slow, monumental brand statements that define the future of the urban landscape.
You mentioned the industry shifted from measuring “eyeballs” to “Attention Metrics” using behavioral data. What specific metrics define this “Cognitive Resonance,” and can you share an example of how you measure whether an ad was not just seen, but truly “felt”?
Of course. “Cognitive Resonance” is that crucial moment when an ad moves from being passive scenery to an active thought in someone’s mind. It’s the difference between glancing at a poster and feeling a connection to its message. We’ve moved past outdated metrics like Opportunity to See (OTS), because visibility is cheap, but genuine attention is the premium currency. To measure if an ad was “felt,” we use a blend of neuroscience principles and behavioral data. For example, we don’t just count cars passing a digital billboard. We analyze aggregated, anonymized data to see if dwell time increases in that area, if foot traffic patterns change, or if social media sentiment for the brand spikes within that specific geographic zone. It’s about measuring the behavioral echo of the ad—the ripple effect it has on people’s actions and conversations, proving it wasn’t just seen, but that it truly landed.
You describe OOH evolving into a “Phygital Playground” to engage Gen Zalpha. Could you walk us through the creative and technological steps a brand would take to turn a static billboard into an interactive, shareable AR experience that drives instant commerce?
Absolutely. It’s about turning the street into a stage for their digital lives. First, the creative concept has to be intriguing on its own but also act as a clear invitation. Imagine a fashion brand’s billboard showing a model in a stunning coat with a simple prompt like “See it in your world.” The second step is the technology trigger—a QR code or an image-recognition marker embedded in the design. When a passerby scans it with their phone, it launches an AR experience. Suddenly, that coat appears in 3D in their environment, and they can walk around it, change its color, or even use a filter to “try it on” and snap a picture. The crucial fourth step is making it shareable; the experience must have a built-in function to post directly to social media, because for this generation, if it’s not shareable, it’s invisible. Finally, to close the loop on instant commerce, a “Shop Now” button appears right within the AR experience, taking them from a moment of play to the point of purchase in seconds.
Regarding “Algorithmic Empathy,” how does the technology practically work to match an ad to a city’s real-time mood? Beyond traffic or weather, what other data signals are used to distinguish, for example, a high-stress commute from a relaxed weekend vibe?
“Algorithmic Empathy” is about transforming OOH from a static monologue into a dynamic conversation with the city. The technology functions as a central brain, constantly processing multiple live data streams. We go far beyond just traffic and weather. We integrate social sentiment analysis by monitoring anonymized, public social media posts in a geo-fenced area to gauge the collective mood—is the conversation frustrated, or is it celebratory? We also use time-of-day data; a message at 8 AM on a Monday should feel very different from one at 8 PM on a Friday. For instance, if the system detects heavy traffic density, rising social chatter about delays, and a dreary weather forecast, it might trigger a comforting ad for a food delivery service. Conversely, on a sunny weekend with light traffic, it could switch to a high-energy ad for a local festival, perfectly matching the city’s relaxed and optimistic mindset. We’re moving from targeting locations to targeting emotions.
You predict a split between “Fast OOH” for conversions and “Slow OOH” as a luxury statement. How should a brand decide its budget allocation between these two? What KPIs would you use to measure the success of a “Slow OOH” campaign designed for brand authority?
The allocation really depends on the brand’s strategic goals. “Fast OOH” is for selling, and “Slow OOH” is for mattering. A direct-to-consumer startup, for instance, would lean heavily into “Fast OOH”—using programmatic digital screens to run tactical promotions, A/B test creative, and drive short-term conversions, just like online performance marketing. But for an established luxury brand, the focus shifts to “Slow OOH.” These are the massive, art-installation-style static placements that signal permanence and authority in a world of fleeting digital ads. Measuring the success of “Slow OOH” isn’t about click-through rates. The KPIs are entirely different: we measure brand lift through audience surveys, track earned media value from press and social media buzz generated by the landmark installation, and monitor long-term shifts in brand sentiment. Success is when your billboard becomes a landmark people take photos of; it’s a statement that you are not just in the market, but you are the market.
What is your forecast for the role of data privacy in this new OOH landscape, especially as you move toward “Mood-Graph” profiling and measuring emotional responses in public spaces?
My forecast is that data privacy will be the single most important factor shaping the ethical and regulatory future of OOH. The industry’s ability to innovate with concepts like “Mood-Graph” profiling depends entirely on maintaining public trust. The key will be an unwavering commitment to using only aggregated and anonymized data. The technology will focus on understanding the collective pulse of a crowd—the mood of a traffic jam, not the mood of a specific driver. We will see the rise of transparent data practices and industry-led standards that clearly define how public-space data is collected and used. Ultimately, the goal is to enhance the urban experience by making it more relevant and responsive, not to create a sense of being watched. The long-term success of this emotionally intelligent OOH landscape hinges on proving it can be both incredibly effective for brands and fundamentally respectful of individual privacy.
