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Commerce media networks are expanding beyond retail into new verticals like travel and financial services, creating opportunities for targeted advertising using first-party purchase data. The key to growth will be achieving a delicate balance, and engaging鈥攔ather than alienating鈥攃onsumers.

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.

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.

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

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

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.

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.

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.

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.

QR codes make it easy for smartphone users to launch AR experiences by pointing their phone at a digital out-of-home (DOOH) screen or billboard. Social media leads the way. Over 60 million people in the US will experience AR via Instagram, TikTok, Snapchat, and other social networks in 2023, according to our forecast. Predictions.

QR codes have become ubiquitous on billboards and digital out-of-home (DOOH) screens as direct conduits to product pages and interactive experiences. Predictions. Carmakers partner with payment systems. Some partnerships, such as the one between Daimler AG (now Mercedes-Benz Group AG) and Mastercard, already exist, but 2023 will see more agreements.

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.

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."

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.

DOOH is innovating, execs say. Some 47% of US agency and ad execs think DOOH is developing the most innovative ad opportunities, according to VIOOH, a DOOH marketplace. That puts it behind only social media and mobile advertising. Programmatic DOOH falls a bit lower, but 41% still consider the format innovative.

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.

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.

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.

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.

Expect programmatic ad spending to experience strong growth across display, digital out-of-home, and podcasting next year. Macroeconomic conditions will supercharge measurement innovation. Platforms will address shortcomings in their measurement solutions. And advertisers that move on from expectations they had prior to Apple鈥檚 AppTrackingTransparency, and that do more with less data, will succeed.

Digital OOH measurement is as advanced as CTV. The digitization of OOH provides real-time insights but also makes measurement more complicated with rotating creative. But counting exposures is table stakes, and vendors have developed sophisticated methods that can incorporate data from satellites, mobile devices, and audience graphs. Now, OOH measurement has moved on to outcomes.