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Traditional OOH will make up a larger share of overall OOH spending at $5.9 billion, but its share will decline 1.5% this year. DOOH鈥檚 growth is driven by the opportunity to sell the same ad space to multiple brands, but also by its ability to implement real-time context like the weather into what it displays.

Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. 鈥淭ry it more. Use it not just for that one stunt,鈥� said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

What United鈥檚 OOH campaign reveals about the channel: Digital billboards give OOH a leg up over other traditional media.

The UK is a mature programmatic market, but innovation and evolution continue apace, particularly in the connected TV and out-of-home environments. The next step for programmatic practitioners is to invest in multichannel campaign capabilities.

Then they launched media OOH and in-store, incorporating Vogel鈥檚 stickers to advertise the bread on toasters at the retail company. The partnership increased Vogel鈥檚 sales by 64% and toaster sales by 8%. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

鈥淪avvy brand experts are picking up that brand awareness through in-person cues are more important than ever,鈥� said Barclay, who spoke to the rise of scented Out-Of-Home (OOH) placements. 鈥淚t鈥檚 not enough to just serve them a targeted Meta ad. 鈥淐apture them when they鈥檙e walking down the street and not expecting it.鈥�. Serving beauty products on a plate.

Novartis, based in Eurovision host city Basel, wrapped the town in out-of-home creative that married science and music, with lines like 鈥淔rom DNA to Do-Re-Mi.鈥�

Note: Total media ad spending includes digital (desktop/laptop, mobile, and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio, and TV. Digital ad spending includes banner ads and other (static display ads such as Facebook's Feed Ads and X's Promoted Posts).

The details: The research suggests early-stage dementia may lead to decreased engagement in self-care and out-of-home activities, replaced by an increase in home-based spending. These changes also indicated a rise in financial errors and susceptibility to fraud.

Parsing the data: MediaRadar鈥檚 $10.1 billion total includes digital, paid social, print, radio, out-of-home and TV advertising. 蘑菇AV half of the total spending can be attributed to TV advertising, per iSpot鈥檚 2024 calculation of $5.15 billion in prescription drug TV spending.

On today's podcast episode, we discuss what was behind the impressive first half of the year growth in out-of-home (OOH) advertising, how the medium is different from before the pandemic, the benefits of OOH TV, and what we can expect from the next few years. Tune in to the discussion with host Marcus Johnson and analyst Yory Wurmser.

It鈥檚 far more difficult to prove the ROAS of an out-of-home activation than something like a search ad, which can provide immediate and attributable conversion. 71% of marketers identified advancements in analytics, attribution, and measurement models as their greatest opportunity in 2025, according to an October 2024 NCSolutions study.

Traditional media advertising saw the sharpest pullback (6.7%), while out-of-home, audio, print, and video all reported declines. Budget allocations shifted to short-term tactics: Sales promotions (8%) and direct marketing (9%) led growth, with event spending also up (5.4%).

Compared with other traditional media channels, out-of-home (OOH) is resilient. US OOH ad spend will grow 5.2% this year, per our March 2024 forecast, significantly more than TV, radio, and print, which will mainly see declining figures over the next few years.

Compared with linear TV or out-of-home (OOH), terrestrial radio is doing a much better job of managing its declining ad revenues. Despite claiming a huge percentage of time spent with media, digital audio services鈥� ad revenues will grow at a single-digit percentage through 2028.

OOH keeps gaining ad spending dollars, but its share of media budgets remains below pre-pandemic levels.

The news: Puma launched its 鈥淕o Wild鈥� campaign on Thursday across digital, social, TV, retail, out-of-home, PR, and other channels, marking its largest marketing investment to date. 鈥淕o Wild鈥� is based on research of over 10,000 consumers worldwide and saw Puma redefine its segmentation approach鈥攚hich has so far proven successful.

Expect multiple partnerships to take off, particularly from an omnichannel perspective, as the growth in adjacent advertising real estate鈥攃onnected TV (CTV) and out-of-home (OOH), for example鈥攆uels retail media鈥檚 growth. GenAI adoption will take off after a relatively slow start. Europe lags North America and Asia-Pacific on genAI adoption.

In addition to linear TV and video streaming services, podcasts, video games, out-of-home (OOH), and retail media networks (RMNs) all sell inventory upfront now. Upfront buying still offers advantages.

They鈥檙e incorporating them into aspects of their campaigns like connected TV (CTV) and out-of-home (OOH). Meanwhile, creators and influencers are diversifying their revenue streams. They鈥檙e increasingly earning income from things like affiliate marketing, newsletters, and merchandise, giving brands more opportunities for partnerships.