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In person, in-store, and out-of-home are amplified by digital.

Out-of-home (OOH) campaigns in big cities need diversity in OOH formats so more of the target audience sees the ads without advertisers necessarily spending more, according to Brian Rappaport, CEO of OOH agency Quan Media Group.

鈥淥耻迟-辞蹿-丑辞尘别 (OOH) is cost-effective. It's measurable. It's targetable. You can be hyperlocal with it,鈥� said founder and CEO at Quan Media Brian Rappaport. It鈥檚 also growing. US OOH ad spend will increase by 6.5% this year, reaching $9.51 billion dollars, according to our October 2023 forecast. But an added benefit is OOH鈥檚 potential to create organic impressions on social media.

TikTok is extending its video content to an array of public screens, including those at airports, gas stations, and movie rental machines. The expansion into out-of-home (OOH) advertising marks TikTok鈥檚 ambitions to go beyond its roots as a mobile app.

A strong out-of-home (OOH) ad leverages creative thinking, puts content where people will see it, and has the potential to be shared online. From cleverly branded buses to bizarre alien billboards, here are five recent OOH campaigns that caught our eye and why we think campaigns like this will help drive a projected 6.5% YoY growth in US OOH ad spend this year, reaching $9.51 billion.

The 2025 鈥淢ark of a Fighter鈥� campaign, launched on March 5, will appear across digital, social, connected TV, audio, radio, and out-of-home. The campaign will have placements in all March games on TBS, CBS, TNT, and TruTV, and the April 7 championship, totaling 67 games. The three spots focus on attracting new customers and reaching the company鈥檚 core Hispanic audience.

This year, almost 70% of total out-of-home (OOH) spend in the UK will be DOOH versus just 36.1% in the US. The in-store element of RMN advertising is thus similarly further along in its maturity. Retail media has paved the way for commerce media to begin to take hold. While retail media remains the core growth engine, the lines between commerce and media are beginning to blur across other sectors.

Out-of-home (OOH) ad spend in the US will cross $10 billion for the first time in 2027, per our March 2024 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.

The largest share of US programmatic out-of-home (OOH) ad spend went to billboards (41%) in H1 of this year, followed by screens and TVs (24%) and display panels (14%), according to Place Exchange.

US out-of-home (OOH) ad spend will total $9.51 billion next year, and grow past $10 billion in 2026, according to our forecast. One unusual place those dollars are headed is advertising on wheels. That includes transit, taxis and ride-hailing services, and one of the most fun brand marketing tools there is: machines like the Oscar Mayer Wienermobile.

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.

Uber taps in to OOH and self-serve ads as its ad empire expands: Advertisers can now display car-top ads on 3,500 cars in several US cities, targeted by ZIP code.

US marketers are allocating more of their advertising budget to social media and TV (19% each) than digital (14%), email (12%), and out-of-home (OOH) (7%) media channels, according to Quad.

The 鈥淢ad Men鈥� approach of finding the perfect slogan and polished copy isn鈥檛 gospel. For some, we鈥檙e now in the era of unpolished content, disruptive formatting, and what TotalRetail is calling 鈥渨eirdvertising.鈥� These ads take the basic idea of memeification found on social media and extend it to other forms of display advertising, including out-of-home (OOH) and print.

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.

When Chase Media Network launched last month, it revealed the potential for more payments and financial service companies to get in on the commerce media game, leveraging consumer payments data to sell ads. One unexpected out-of-home implementation could be ATMs, said Stuart Mackinnon, COO of NCR Atleos, on our 鈥淏ehind the Numbers: The Baking & Payments Show鈥� podcast.

Digital鈥檚 share of total media ad spending in Asia-Pacific will reach a milestone in 2025, surpassing $200 billion for the first time. The region鈥檚 digital ad spending will increase 8.6%, led by India, while China鈥檚 growth will slip noticeably amid the country鈥檚 economic struggles before a rebound the following year.

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

Dove鈥檚 global out-of-home (OOH) campaign #ShareTheFirst includes creator content without studios or added production, per a press release. June 4, 2025. Which brand just launched its campaign 鈥淪ummer Like It鈥檚 1999,鈥� which claims to bring back grocery prices from that year? A) Uber Eats B) Walmart C) Aldi D) Instacart.

Looking ahead: Mohegan hopes to show out-of-home (OOH) ads on slot machines and around casinos based on data attached to casino player cards, but the network is still determining what that will look like. 鈥淎 lot of this we鈥檙e still working out,鈥� Roberts said. 鈥淭his is new and something different.鈥�. Unique value: Brands gain legitimacy by being associated with the Mohegan brand, according to Roberts.

Beyond brand organic and paid social, this content is now more regularly leveraged on brand websites, email display, connected TV (CTV), and digital out-of-home advertising (OOH), according to the report. As brands look to expand creator marketing strategies into new channels this year, retail media will be no exception, said our analyst Jasmine Enberg at 蘑菇AV鈥橲 Creator Economy Trends summit.

Real estate still relies on out-of-home (OOH) and print to reach consumers. Even in 2025鈥攁n off-cycle year for elections鈥斺�榦ther鈥� will have a digital share of total media spend of only 67.2%. That鈥檚 14.0 percentage points below the 2025 mean鈥攁nd a wider gap than was seen in 2023. In even years, the influx of political ad dollars going to traditional media suppresses digital鈥檚 share of overall ad spend.