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But charging stations aren鈥檛 just a draw to bring consumers to the retailers that offer them鈥攖hey also provide out-of-home (OOH) ad space for RMNs. If the Trump administration ends tax credits for EV purchases, it could hinder retail media growth for EV charging stations, but in the meantime they can provide extra OOH inventory for RMNs.

Out-of-home (OOH) advertising budgets demonstrate significant momentum:. Brex has reported a 30% annual increase in OOH spending. Major fintech brands have established dominant presences across transit hubs in New York, San Francisco, and London. Platform expansion shows accelerating market reach:. Stripe broke new ground by launching its first-ever brand advertising campaign in 2024.

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

The same will occur in each of the five other Latin American markets we track, despite OOH growing at a slower rate. OOH is a particularly bright spot for Argentina鈥檚 ad market. It was the only ad medium to grow faster than the country鈥檚 211.4% inflation rate last year at 256.9% (in Argentine pesos), thanks to increased political advertising activity during the presidential election cycle.

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.

Beyond holding influencer marketing to higher measurement standards, brands are also tapping into advanced data in more traditional channels like out-of-home (OOH). Raj Lala, vice president of demand sales and development at Vistar Media, said continuing to blend often-siloed performance and brand marketing tactics is a priority this year.

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.

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.

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.

The US ad market has declined five months in a row, according to MediaPost and the Standard Media Index鈥檚 US Ad Market Tracker. But as people return to planes, trains, and automobiles, out-of-home (OOH) ad spend is growing. Here are five charts with what you need to know about this unique time for traditional, digital, and programmatic OOH advertising.

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.

On today's episode, we discuss which video streaming platforms marketers will spend most of their ad dollars on, how the different card network players stack up against each other, and where most folks prefer to return items. "In Other News," we talk about our expectations for out-of-home and programmatic advertising in 2023. Tune in to the discussion with our directors of forecasting Peter Newman and Oscar Orozco.

And Bryan, I know when we were talking earlier, you were telling me about an out-of-home campaign that you did with Google Wallet. So could you elaborate a little bit more on that and whether or not you've been getting more of these kinds of requests or inbounds for non-social or omnichannel campaigns from brands? Bryan Reisberg (04:37):.

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.

Out-of-Home Forecast and Trends 2024 (蘑菇AV subscription required). US CPG Industry Ad Spend 2024 (蘑菇AV subscription required).