DOOH Roadblock & Videoblock
Developed at Clear Channel (now Bauer Media Outdoor), this work reflects the original launch and positioning of these products.
Turning OOH into an unmissable, high-impact moment brands could own.
Overview
At Clear Channel (now Bauer Media Outdoor), I led the creative development and rollout of two new DOOH products: Roadblock and Videoblock.
These formats were designed to give brands full ownership of digital screens across key environments, enabling high-impact, time-based takeovers that deliver scale, visibility, and immediacy.
The challenge was to translate complex media capabilities into something clear, compelling, and commercially usable, creating a proposition that sales teams could confidently take to market.
The Challenge
While DOOH offered scale and flexibility, it was often difficult for clients to fully understand its impact within a broader media mix.
Existing formats lacked clarity, and the value of network-level dominance wasn’t being clearly communicated.
The opportunity was to reposition DOOH from a supporting channel into a lead moment — creating products that could deliver standout visibility, simplify the sell, and drive stronger commercial uptake.
The Idea
Create two distinct, high-impact DOOH propositions built around total share of voice.
Roadblock enabled brands to take over an entire national roadside network at key moments, delivering uninterrupted visibility at scale.
Videoblock extended this approach into retail and mall environments, offering sustained presence across high-dwell, high-attention spaces.
Together, these products reframed DOOH as a channel capable of owning moments, not just appearing within them.
My Role
I led the concept, positioning, and visual system for both products.
This included defining how each proposition would be communicated, developing high-impact creative territories, and building a suite of sales and marketing assets to support launch.
I also created interactive experiences in Ceros to help bring the scale and impact of each product to life, enabling teams and clients to better understand their value.
The Outcome
The work helped establish a clear, commercially compelling narrative for both Roadblock and Videoblock, giving sales teams the tools to confidently communicate their value and impact.
By translating complex DOOH capabilities into simple, high-impact propositions, the project repositioned these formats as premium, moment-led media opportunities — designed to capture attention, drive conversation, and deliver measurable brand impact.
While the products have since evolved under new ownership, the work demonstrates my ability to define, package, and launch new media propositions within complex, fast-moving environments.
