蘑菇AV

Digital out-of-home (DOOH) will grow at a CAGR of 9.5% through 2028 and will capture 43.5% of OOH spend by then. Traditional radio still earns the majority of audio ad dollars, but it鈥檚 quickly losing share. The total audio market is growing at a four-year CAGR of 1.1%, but radio will actually lose ad dollars at a -2.0% CAGR over the same time frame.

Digital OOH ascendant: The ability to cycle through inventory and more accurately target consumers has helped digital billboards capture larger shares of ad spending as the sector recovers following the pandemic. The line between digital OOH spending and connected TVs is blurring, as both count on data insights and screen-based content.

And that doesn鈥檛 include paid media amplification or nonsocial media campaigns, like CTV or digital out-of-home (DOOH), which will become more common next year. Nearly every industry has embraced influencers and creators. We expect 86.0% of US marketers to use influencer marketing in 2025. New-to-influencer industries include:. B2B.

The campaign will be executed globally across multiple channels, including digital, out-of-home, social, TV, and retail locations. But the media mix will be tailored specifically to fit each region. The goal is getting 75% of Puma鈥檚 target audience in key countries to see the video at least twice, said Teyssier.

Loblaw and Walmart tick the boxes on a handful of in-store features, including digital out-of-home, a variety of formats utilizing digital screens, and in-store audio. Sources. Interactive Advertising Bureau of Canada (IAB Canada). Mars United Commerce. Retail Council of Canada.

By blending regional nuances, timely messaging, and a deep understanding of its brand-specific audiences, PepsiCo鈥檚 approach to digital out-of-home (DOOH) goes beyond arbitrary billboards. Its DOOH strategies enable the company to connect with consumers in meaningful ways, without compromising on the high-impact creative that public spaces demand.

Although OOH is still primarily a traditional medium, outdoor advertising鈥檚 future is digital. US DOOH ad spend will grow by double digits annually through the end of our forecast period in 2027. In the near term, DOOH is overcoming its pandemic slump.

Out-of-home ads help pharma reach patients beyond clinical settings: Marketers must keep in mind that it鈥檚 not about pressure to convert鈥攊t's about creating presence and trust.

Influencers are increasingly being incorporated into nonsocial channels, ranging from connected TV to programmatic to digital out-of-home. While the specifics of each deal will vary, brands will benefit from having some consistency in pay rates. 蘑菇AV research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

S digital out-of-home (DOOH) will make up 31.4% of out-of-home (OOH) ad spend this year, showing recovery after a pandemic dip, according to our forecast.

On today's podcast episode, we discuss a digital out-of-home (OOH) TikTok initiative, whether OOH ads have actually bounced back, and what we expect to see from in-store retail media. "In Other News," we talk about YouTube experimenting with longer but less frequent ad breaks and whether consumers are finally bumping up against a video streaming ceiling. Tune in to the discussion with our analyst Ross Benes.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.

This catch-all category includes all types of industries鈥攕ome of which focus on search, digital out-of-home (DOOH), or social鈥攕o it only slightly overindexes on video. CPG is a huge TV spender鈥攂ut it also spends heavily on social media. As a result, it lands roughly on the average for video share of digital ad spend.

Digital OOH (DOOH) is where the growth will be. DOOH remains a small portion of overall OOH inventory, but it generates more than a third of sales revenues鈥攁nd that share will grow. Its flexibility, dynamic creative, and increasing integration within the programmatic ecosystem is driving growth. Programmatic DOOH will surpass a quarter of DOOH ad spending for the first time this year.

Latin America鈥檚 commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data鈥攆ollowing the path retailers have already paved.

Many are tapping creators for experiential marketing efforts, including in-store appearances and digital out-of-home (DOOH) campaigns. The boom in in-person events after the pandemic has helped fuel this surge, and top holding companies now staff agencies with expertise in this field. Momentum Worldwide (IPG). Established in 1987 and acquired by IPG in 1996.

The news: Valley Bank worked with Adrenaline to create digital signage at its Fifth Avenue NYC branch to boost brand recognition and customer engagement. Displays feature dynamic visuals of diverse eyes and motivational taglines, unified across large LED and supporting screens. This omnichannel approach also used QR codes to direct customers to digital platforms. Our take: This initiative effectively uses digital signage to increase foot traffic. Custom, human-centric content, not stock photos, resonates, especially with younger audiences. QR codes with product displays are smart, converting brand awareness into new banking relationships via strategic visual storytelling and direct engagement.

But it can still help with the latter: Digital out-of-home (DOOH) is responsible for most of the channel鈥檚 ad spend growth due to its ability to display multiple ads and integrate with other digital marketing channels. DOOH placements can help brand campaigns drive direct engagement and be used for more traditional performance marketing purposes.

Eurovision shows the importance of branding and timing: The music competition had notable brand activations with lessons to impart.

Programmatic digital OOH (DOOH) enables advertisers to use real-time data, like weather, traffic, time of day, or events, to adjust their ads. 鈥淎s brands seek more effective ways to stand out, real-time programmatic DOOH will set the standard for impactful advertising,鈥� Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA), recently told us.

Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.