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From 2023 to 2028, ecommerce will grow the fastest, with a CAGR of 12%, followed by travel retail, which is still recovering from the pandemic hit. Specialty beauty retailers such as Sephora and Ulta are close behind, offering broad assortments of sought-after brands, in-store experiences that facilitate product discovery, and loyalty programs with compelling benefits.

Walmart Connect now offers offsite media to non-endemic brands, including those in the automotive, entertainment, financial services, and travel industries. Home Depot is betting that its ability to segment audiences based on the type of projects they鈥檙e doing will attract advertisers in sectors like financial services and the telecom industry.

But offering exclusive experiences can also be a highly effective approach, especially for younger consumers who prioritize travel and entertainment. And since these perks can鈥檛 be 鈥渞ewards maxed鈥� in the same way cash back or points can, they can help issuers keep rewards costs down while still serving their cardholders.

Travel demand has also helped buoy OOH ad spending. United recently launched a major OOH advertising campaign targeting airports and commercial centers in major US cities, aiming to entice both travelers and office commuters. Our take: Innovations in video advertising are benefitting OOH spending.