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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.

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.

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

Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

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.

How can OOH ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

Notably, digital out-of-home (DOOH) makes a strong showing, indicating a blend of digital innovation with traditional advertising methods. Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.

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.

鈥淲e're also intercepting consumers when they're most likely to act.鈥�. 76% of recent digital out-of-home (DOOH) viewers took action after seeing an ad, such as watching a video (38%), visiting a restaurant (36%), purchasing in-store (30%), word-of-mouth conversations (30%), and visiting a store (29%), according to a study from the OAAA and The Harris Poll.

Programmatic DOOH has performance marketing potential. UK retailers have invested in programmatic DOOH for performance marketing and awareness. Advertisers see advantages around hypertargeting, high-quality viewability, and ROI, per VIOOH鈥攁nd 81% believe programmatic DOOH is important for performance-led campaigns.

Digital out-of-home (DOOH). The opportunity: Billboards still dominate US out-of-home (OOH) ad spend, accounting for 76.3% of spend ($1.39 billion) in Q1 of this year, according to the Out of Home Advertising Association of America. But now that people have returned to stores, commutes, and travel, there are a number of underutilized DOOH ad spaces that advertisers are still warming up to.

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.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Brands are also tapping creators for experiential marketing, including in-store appearances and digital out-of-home (DOOH). That can mean fewer dollars for lower-profile campaigns. Omnichannel and experiential activations are expensive to produce and generally go to big-name stars, who charge high prices.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.