Experience is the new influence.

(Originally published on AdNews.)

We live in a world where algorithms decide what we see, who we follow, and largely how we consume media. But do the robots really create meaningful interactions?

At the heart of it, we’re human, and humans crave what feels real. Moments that surprise and delight, and invite us in. That’s why experience is one of the most powerful forms of influence. Especially for brands.

Experience-based campaigns create space for brands to connect creatively and show up differently, intentionally and memorably. They don’t just tell stories; they immerse, and in doing so, they offer something rare – attention that is truly earned.

More than a moment.

How and where a brand shows up can be just as important as what the creative says.

When brand experiences show up in places that align with someone’s mindset - whether they’re shopping, working out, or grabbing lunch during their break, it feels like part of the moment.

The environment needs to feel authentic to the brand itself. It’s what creates a moment that feels personal and impactful, and that impact has the power to convert.

Think about the ripple effect of an experiential campaign: PR, social amplification, earned media, and user-generated content. These moments are inherently shareable, and when they hit the right note, they can become the catalyst for multi-channel storytelling.

A new dimension of Outdoor.  

As media consumption evolves, so has the way we think about digital outdoor. It’s more than screens. It’s about building dynamic experiences that meet people where they are.

That’s exactly what we’ve set out to do with Dimensions: VMO’s suite of bold, full-motion digital canvases designed not just to be seen, but to be remembered.

Take The Cube, for example. It’s a 4x4 metre LED display with full motion creative. Positioned in high-footfall environments like shopping centres, it becomes a stage for immersive storytelling. Pair it with an interactive activation or product sampling, and you’re not just delivering a message, you’re inviting people to be part of it. It’s PR-worthy, shareable, and experiential in the truest sense.

Dimensions are also built for adaptability. It gives brands the ability to create experiential screen displays that reflect their campaign objectives and brand personality, because not every brand is chasing the same solution.

And crucially, they bring experiential out-of-home to places where people work, shop and play. Places where decisions are made and daily routines unfold, like shopping centres, health and wellness clubs and office towers – all places part of VMO’s network.

The evolution of experiential.

With Dimensions, we’re making it easier for brands to build larger-than-life experiences into their outdoor campaigns and wider media strategies - whether it’s to extend an on-screen or in-feed campaign or create meaningful marketing moments.  

Our ambition is to create outdoor campaigns that you just don’t see, but feel. Creating the kind of emotional connection that is not only powerful but also memorable. To put it another way, we’re taking campaigns to the next dimension.