Out Of Home Is Turning Billboards Into Bars

Brian Rappaport built Quan Media Group on a conviction most of the industry has been slow to accept: out-of-home is a measurable channel and the proof is coming fast. From scratch-and-sniff billboards to a bar built inside a billboard for The Rock's tequila brand, Brian is redefining what outdoor advertising can do.

Out-of-Home Is Measurable. Full Stop.: Brian is willing to say it on stage to a room full of skeptics. Out-of-home drives conversion, site visitation, app downloads, and brand lift. The tools to prove it exist now and are only getting sharper. 📊

The Billboard That Became a Bar: Quan worked with Teremana tequila to build a fully functioning bar out of a billboard on Abbot Kinney in Venice. Pull a lever, a table drops down, and a bartender is waiting. That is the new frontier of experiential out-of-home. 🍹

Scent, Sound, and the Senses Are Next: Tower 28 has a billboard in Soho that mists you with their product when you press a button. Billie had scratch-and-sniff billboards across Manhattan. Brian says tapping into the senses is where outdoor is going. 🌿

Real-Time Data on Digital Screens: Brands are now pulling live APIs into outdoor screens. World Cup odds displayed in real time across New York City. The digitization of out-of-home is accelerating and Brian is building for where it lands. 📱

Passion, Persistence, and a Tiny Bit of Luck.: Brian built Quan through a relentless community, strong networking, and a lot of determination. The luck part he says was tiny. Everything else was earned. 🎯