At the Cannes Lions, ADWEEK spoke with innovative digital marketers to get their take on how art and science inform outdoor advertising. In the video above, they discuss some of the latest trends, from using mobile to retarget consumers who’ve been exposed to an outdoor ad, to delivering dynamic creative based on the weather, time of day or other factors

“Art and science play a very strong role when it comes to outdoor,” says Chad Stoller, Global Chief Innovation Officer at UM. “Outdoor is a strong part of the art. It allows us to truly deliver and reach this particular customer or this particular segment. I believe they work together very well.”

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