蘑菇AV

This year, fewer than one-tenth of OOH ad dollars will go to programmatic formats, but that figure will grow as options expand, per our forecast. In its pandemic rebound last year, US programmatic digital OOH (DOOH) ad spending more than doubled YoY, but it still represents a small share of overall DOOH spend, per our forecast.

For local OOH ads, contextual relevance is key. TRUFF hot sauce took advantage of location with interactive OOH ads in Philadelphia featuring Philly cheesesteaks and in Chicago featuring deep-dish pizza. These ads lean into local food culture while encouraging social media interaction by encouraging consumers to vote for their favorite dish.

Evaluate in-store retail media in your OOH ad strategy. More like this:. US Out-of-Home Ad Spending 2023 (Insider Intelligence subscription required). 3 underutilized ad areas and why the data says you should jump in. Closing the loop: A buyer鈥檚 guide to retail media ad types. 3 innovative OOH ad activations and what you can learn from them.

The opportunity: Billboards still dominate US out-of-home (OOH) ad spend, accounting for 76.3% of spend ($1.39 billion) in Q1 of this year, according to the Out of Home Advertising Association of America. But now that people have returned to stores, commutes, and travel, there are a number of underutilized DOOH ad spaces that advertisers are still warming up to.

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.

Over 80% of ad spending in the US for technology and electronics (87.1%), retail (82.9%), and consumer packaged goods (80.2%) is directed toward digital media, according to 蘑菇AV鈥檚 August 2024 forecast.

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.