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Right now, spending on in-store media often comes from experimental budgets or from digital out-of-home (DOOH), which at $3.12 billion in 2023 will be around 1% of the US digital advertising market, per our forecast.

Physical stores are the new frontier for retail media. But undeveloped tech capabilities, competing priorities, and unproven new formats are hurdles retailers need to address.

Retail media will drive big growth in programmatic DOOH. The programmatic digital out-of-home (DOOH) market doubled in size last year after a long recovery from the pandemic. It鈥檚 still tiny, representing under a quarter of DOOH ad spending and even less of total out-of-home (OOH) ad spending (7.2%), but we expect healthy growth for the next few years. The opportunity is expanding.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

Those channels will include Western Union鈥檚 website, app, and digital out-of-home screens as well as through streaming platforms, per the press release. Ad spend on financial media networks in the US will approximately double both this year and next year, per our June 2024 forecast.

The battle between Walgreens and Cooler Screens underscores in-store retail media challenges: Glitchy technology, measurement challenges, and outdated store infrastructure doomed the partnership.

Programmatic DOOH is evolving, allowing advertisers to use live data on weather, traffic, time of day, and events to adjust ads to be as relevant as possible. For example, a beverage brand may show hot coffee on a cold, rainy morning and an ice cold drink as the sun comes out.

Seven percent of advertisers say DOOH is the most effective medium for brand marketing,compared with only 1% for performance marketing, per Proximic. Use this chart:. Advocate for incorporating traditional and DOOH into your media mix. Identify trends in ad spending. Explore innovative ways to integrate OOH with digital campaigns. More like this:. Why OOH campaigns should think beyond the billboard.

More Chart of the Day:. 8/22 - Gen Z鈥檚 social motivators. 8/21 - Buying into Klarna. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. Note: Data was provided to Insider Intelligence by Place Exchange. Methodology: Data is from the July 2023 Place Exchange "H1 2023 Place Exchange Programmatic OOH Trends Report."

According to a November 2023 survey of US advertising decision-makers by Proximic, 7% of advertisers said DOOH was the most effective ad medium for brand marketing. In contrast, only 1% of advertisers said DOOH was the most effective channel for performance marketing goals. That said, lower-funnel OOH ads are becoming more common. Read the full report, Out-of-Home Forecast and Trends 2024.

With digital screens and a captive audience, electric vehicle (EV) charging stations make the perfect opportunity for digital OOH (DOOH) innovation. This year, 5.4 million people in the US will drive electric cars, a figure that will more than double to 12.7 million by 2026, according to our forecast.

Third-party sites mean the ad types are limited, but the IAB calls out web, app, display, audio, digital video, digital out-of-home (DOOH), and in-game. Social media and connected TV (CTV) ads are also considered off-site display ads, and are supported by partnerships such as the ones between Dollar General and Meta or Albertsons Companies and Omnicom Media Group.

Why it matters: Digital out-of-home content and advertising are growing in importance. In February, CTV content provider Atmosphere raised $65 million to continue its mission of offering unskippable DOOH ads in venues like restaurants and gyms, attracting advertisers. The partnership is meant to expose Peacock's sports offerings to a wider audience outside of the typical household setting.

It did so by expanding its portfolio of omnichannel advertising solutions and services: onsite native display and sponsored product ads on Lowes.com and the Lowe's app; omnichannel programmatic activations across display, video, connected TV, streaming audio and podcasts, and digital out-of-home with Yahoo DSP; offsite advertising placements including email, paid search, and social media with partners like

We expect programmatic to hit almost 900 million this year, but that's compared to a little over 3 billion for digital out-of-home. So it's still only a little over a quarter of digital out-of-home spend, but it's growing super fast. Another big part is retail media networks, also growing pretty quickly, also pretty small portion of the overall digital out of home spend.

Forty-six percent of advertisers surveyed in November 2022 ran in-store digital out-of-home (DOOH) campaigns, and a further 31% were considering them, per the Interactive Advertising Bureau (IAB). That suggests DOOH already has solid adoption along with plenty of upside potential.

鈥淚t鈥檚 crucial to navigate the tensions between merchants, focused on product sales, and retail media teams, aiming for engaging customer experiences that generate advertiser funding and compelling media inventory,鈥� wrote the Interactive Advertising Bureau (IAB) in its recent Digital Out of Home (DOOH) & In-Store Retail Media Playbook 2024 report.

Radio includes local and national broadcast of traditional on-air radio stations and satellite radio services that are delivered over the air; excludes off-air radio and digital. OOH includes both traditional and digital out-of-home advertising; includes alternative, billboards, cinema, street furniture, and transit.

More Chart of the Day:. 8/21 - Buying into Klarna. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. 8/15 - The social generation. Methodology: Data is from the July 2023 Insider Intelligence | eMarketer "US Gen Z social media survey 2023." 1,005 US Gen Z social media users ages 15-26 were surveyed online during July 13-21, 2023.

More Chart of the Day:. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. 8/15 - The social generation. 8/14 - Everyone tries on AI. 8/11 - In search of ads. Note: Respondents were asked, "What are the most important factors that go into deciding which agency to select at the end of the pitch?".

Beyond using alternative IDs for audience targeting, Pecherskiy said advertisers should be 鈥渢apping into channels that inherently don't rely on cookies, such as connected TV (CTV) or digital out-of-home,鈥� he said. The bottom line: Advertisers must embrace experimentation.

More Chart of the Day:. 8/18 - Agencies in review. 8/17 - Marketing measurement mix-ups. 8/16 - Digital out-of-home climbs. 8/15 - The social generation. 8/14 - Everyone tries on AI. Note: Buy now, pay later (BNPL) services are defined as installment loan solutions that allow consumers to purchase and finance a product or service and pay in scheduled installments.

When it was announced, Marriott revealed the network, powered by Yahoo, would offer inventory across its owned channels, including display, mobile, video, email, and digital out-of-home (in-room television and digital screens). After Yahoo shut down its server-side provider business in 2023, Marriott transitioned the network to Google, as reported by Skift.