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Out-of-home (OOH) advertising will also see a resurgence in spending, driven by major sporting events, presidential elections, and the use of digital solutions to better target and measure the effectiveness of outdoor campaigns. The economy, politics, and major sporting events will weigh heavily on ad spending this year.

Whether brands are aligning their product with comfort food, launching fragrances, or prioritizing scent in their retail spaces, marketers are embracing multisensory experiences as another way to stand out in the digital noise.

Out of Home Advertising Association of America (OAAA). Place Exchange. Skift. Vivvix.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

Latin America鈥檚 commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data鈥攆ollowing the path retailers have already paved.

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

Growth rates in retail media ad spending are slowing YoY. The channel鈥檚 contribution to total digital ad spending continues to rise, however, highlighting the increasing influence of retail media on holistic advertising strategies.

That said, lower-funnel OOH ads are becoming more common. Read the full report, Out-of-Home Forecast and Trends 2024.

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.

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.

Acquiring Vistar and Blis strengthens its ad capabilities, but turning its mobile data advantage into ad dominance won鈥檛 be easy鈥攅specially in a market controlled by digital giants.

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.

Nearly one-third (roughly 27%) of OOH advertising in 2023 was for local services and amusements, according to the Out of Home Advertising Association of America (OAAA). Digital OOH (DOOH) advertising gets results.

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.

Explore AR experiences in out-of-home (OOH) advertising. While AR/VR experiences are expected to spur some growth in OOH advertising, the growth is relatively small compared with other OOH opportunities. However, OOH can still play a key role in providing engaging virtual experiences that connect with consumers in novel ways.

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.

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.