--- title: Marketing News & Events | MSSmedia | Media + Advertising description: Media + Advertising | Updates from the MSSmedia team related to our industry, our company and our customers' success stories --- [![MSSmedia](https://info.mssmedia.com/hubfs/MSSmedia_February2020/Images/ico_logo.svg "MSSmedia")](https://mssmedia.com) - [Expertise](https://mssmedia.com/our-expertise/) - [Media + Advertising](https://mssmedia.com/our-expertise/mediaadvertising/) - [Digital Media](https://mssmedia.com/our-expertise/digital-advertising-management/) - [Public Relations](https://mssmedia.com/our-expertise/public-relations/) - [Campus Marketing](https://info.mssmedia.com/campus-marketing) - [Higher Ed Marketing](https://info.mssmedia.com/higher-ed-pillar-content) - [Property Marketing](https://info.mssmedia.com/property-marketing) - [Government](https://mssmedia.com/government) - [Work](https://mssmedia.com/our-work/) - [About](https://mssmedia.com/about/) - [Blog](https://info.mssmedia.com/blog) - [Let's Collaborate](https://mssmedia.com/lets-collaborate/) ### EXPERT PERSPECTIVES # Newsworthy + Notable [![GET ON THE LIST](https://no-cache.hubspot.com/cta/default/6893619/4683e63f-355f-429d-a3e8-d190eea5d50a.png)](https://cta-redirect.hubspot.com/cta/redirect/6893619/4683e63f-355f-429d-a3e8-d190eea5d50a) ##### + Media + Advertising [![Phygital Media - hands holding a mobile phone showing a map to a target location](https://info.mssmedia.com/hubfs/Female%20fingers%20touching%20smartphone%20with%20map-1.jpeg)](https://info.mssmedia.com/blog/the-rise-of-phygital-qr-codes-that-actually-convert) ## [The Rise of 'Phygital': QR Codes that Actually Convert](https://info.mssmedia.com/blog/the-rise-of-phygital-qr-codes-that-actually-convert) Every fall, brands pour millions into college campus out-of-home (OOH) media, yet most fail at the handoff between offline exposure and digital action. Embracing "phygital" marketing (the seamless integration of physical touchpoints with digital conversion funnels) is essential for capturing Gen Z students who actively skip or block traditional digital ads. Learn how to optimize your campus OOH strategy and turn every poster scan into a high-converting customer touchpoint.     ## Why Gen Z Responds to "Phygital" (When Done Right) Gen Z’s online trust is at an all-time low. With [rising skepticism](https://ppc.land/raptive-study-shows-ai-content-cuts-reader-trust-by-half/) toward AI-generated ads and heavy reliance on ad blockers, digital-only campaigns face severe diminishing returns. However, on-campus media commands a [75% to 82% trust rating](https://www.flytedesk.com/blog/student-marketing-conversion-rates-by-channel-2026) among college students. According to campus research, [81% of students](https://www.refuelagency.com/blog/college/college-marketing-trends/) regularly engage with on-campus physical media. When exposed to campus ads: - 56% research the product online - 43% visit the brand’s website - 37% make an in-store or online purchase The physical placement provides sensory validation and environmental trust. The [QR code](https://info.mssmedia.com/blog/technology-campus-advertising-top-10-tactics) provides an opportunity for immediate execution. The breakdown happens when the digital destination fails to match the student's physical context. [Read More](https://info.mssmedia.com/blog/the-rise-of-phygital-qr-codes-that-actually-convert) ##### + Popular Topics [Campus Media](https://info.mssmedia.com/blog/tag/campus-media) [Digital Media](https://info.mssmedia.com/blog/tag/digital-media) [Media + Advertising](https://info.mssmedia.com/blog/tag/media-advertising) [Millennials + Gen Z](https://info.mssmedia.com/blog/tag/millennials-gen-z) [Marketing Toolkit](https://info.mssmedia.com/blog/tag/marketing-toolkit) [Higher Ed Marketing](https://info.mssmedia.com/blog/tag/higher-ed-marketing) [Public Relations](https://info.mssmedia.com/blog/tag/public-relations) [Property Marketing](https://info.mssmedia.com/blog/tag/property-marketing) ##### + Search ### BE IN THE KNOW We deliver the latest media tips + insider marketing advice straight to your inbox. [![GET ON THE LIST](https://no-cache.hubspot.com/cta/default/6893619/4683e63f-355f-429d-a3e8-d190eea5d50a.png)](https://cta-redirect.hubspot.com/cta/redirect/6893619/4683e63f-355f-429d-a3e8-d190eea5d50a) ##### + media-advertising [![Digital OOH advertising strategies: Creative Spotlight: Designing for the 3-Second Attention Span - hourglass in front of an analog clock](https://info.mssmedia.com/hubfs/Two%20measurements%20of%20time%20White%20sand%20falling%20inside%20hourglass%2c%20with%20round%20analog%20clock%20in%20%20background%20(focus%20on%20neck%20of%20hourglass)%2c%20shallow%20depth%20of%20field.jpeg)](https://info.mssmedia.com/blog/creative-spotlight-designing-for-the-3-second-attention-span) ## [Creative Spotlight: Designing for the 3-Second Attention Span](https://info.mssmedia.com/blog/creative-spotlight-designing-for-the-3-second-attention-span) In the [current media landscape](https://info.mssmedia.com/blog/the-2026-state-of-campus-media-beyond-billboard-advertising), attention is the ultimate currency. Recent biometric data confirms that the average window to capture a consumer's focus has dropped to a razor-thin 2.3 to 3 seconds.... [Read More](https://info.mssmedia.com/blog/creative-spotlight-designing-for-the-3-second-attention-span) ##### + media-advertising [![Campus OOH Specialists - two women sit facing one another at a small table with their laptops](https://info.mssmedia.com/hubfs/Images%20Jul2020/Teamwork/Shay_Studios_Miami-94.jpg)](https://info.mssmedia.com/blog/beyond-the-billboard-the-roi-realities-of-hiring-an-ooh-specialist) ## [Beyond the Billboard: The ROI & Realities of Hiring an OOH Specialist](https://info.mssmedia.com/blog/beyond-the-billboard-the-roi-realities-of-hiring-an-ooh-specialist) [Out-of-Home (OOH) advertising](https://info.mssmedia.com/blog/what-role-should-ooh-advertising-play-in-your-marketing-mix) is experiencing a massive renaissance. According to [recent data](https://oaaa.org/#:~:text=The%20study%20finds%20that%2098,of%20Home%3A%20The%20Human%20Medium) from the Out of Home Advertising Association of America (OAAA), an overwhelming majority of marketers are... [Read More](https://info.mssmedia.com/blog/beyond-the-billboard-the-roi-realities-of-hiring-an-ooh-specialist) ##### + media-advertising [![Q3 Back-to-School Campus Media Strategy - college students sitting on the grass with a campus building in the background](https://info.mssmedia.com/hubfs/Group%20of%20young%20college%20students%20sitting%20in%20the%20park-1.jpeg)](https://info.mssmedia.com/blog/the-may-sprint-why-your-q3-campus-media-strategy-starts-now) ## [The May Sprint: Why Your Q3 Campus Media Strategy Starts Now](https://info.mssmedia.com/blog/the-may-sprint-why-your-q3-campus-media-strategy-starts-now) The sun is out, finals are looming, and the last thing on most marketers' minds is the crisp air of September. But in the world of campus media, May is the most critical month of the year. If you... [Read More](https://info.mssmedia.com/blog/the-may-sprint-why-your-q3-campus-media-strategy-starts-now) [All posts](https://info.mssmedia.com/blog/all) [Next](https://info.mssmedia.com/blog/tag/media-advertising/page/2) Media + PR agency specializing in Education, Government, Real Estate & Lifestyle. © 2026 MSSmedia