Empower

Measurement has been a challenge at large, and OOH is no exception. But according to Empower Ocean’s Karley White, Supervisor, Investment, OOH,  that is changing fast. In the past, a knock against out-of-home advertising was that you couldn’t prove how effective it was. But with an organized data structure and a smarter way of looking at metrics, OOH more than holds its own in your media mix. Check out a snapshot of the latest in OOH advertising.

Drawing on new insights from Edison Research, Monique Purvis, Supervisor of Local Media Investment, highlights how advertisers can more effectively connect with modern audio listeners. From mobile-first strategies to why you shouldn’t turn off your radio dial, check out this snapshot of the latest in audio trends.

Alex Meza, Director, Investment, shares the latest sustainability changes in the OOH industry. From greener materials and energy-efficient lighting to AI-powered planning and upcycled waste, OOH is rewriting what responsible media looks like in the physical world.

SXSW is more than a creativity festival, it’s a signal accelerator. This year makes one thing clear: media is no longer downstream from culture. It’s embedded inside it. As cultural moments collapse faster into paid systems, the real transformation is in the infrastructure. The future of media is about building systems that learn from it.

What advice would you give your younger self? 
In honor of International Women’s Day, we asked a few of the talented women who make Empower so strong. 

Is creative fatigue real, or just marketing folklore? C. Spencer Hall, MBA, VP Growth Analytics, and his team, tested the assumption using full-year OLV and CTV performance data. The result: creative rotation isn’t optional, but the right timing depends on the channel. OLV burns faster. CTV lasts longer. Both reward disciplined refresh strategies with materially higher returns.

Big Game Sunday gives us a real-time read on where creativity and brand fearlessness are headed. We pulled together a set of reactions from across the agency on which spots earned their moment on the biggest stage in advertising.

Our CEO, Ashlee Clarke, is featured in QUEST Magazine in a powerful profile on fearless leadership, work ethic, and bringing others along in the process. Ashlee’s story is one of grit, vision, and growing fearlessly. Read the full feature: ‘She Shattered the Ceiling. Then She Raised the Floor.’

Between Oracle ownership, deeper targeting, and TikTok Shop’s rapid growth, TikTok is now a hub of content, commerce and data. That opens real doors for brands…. and it also raises new questions around trust and brand safety. Our latest POV breaks it down.

This is the heart of Empower. Leadership built on clarity, confidence, and trust. A must-read Industry Era profile on our CEO, Ashlee Clarke, and the philosophy driving our work and momentum.