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UK retailers are leading the charge on in-store retail media, thanks to their already extensive digital screen networks. Here鈥檚 what brands and retailers worldwide can learn from the digitization of UK stores.

T-Mobile sees a $600 million opportunity in Digital OOH: The mobile provider will acquire Vistar Media in a deal hinting at the format鈥檚 future.

The traditional landscape of print, TV, radio, and out-of-home (OOH) ads has expanded to include social media, CTV, creator-driven activations, live-streamed events, and so much more.

Providing localized messaging is a good way to strengthen out-of-home advertising. In-store retail media ads that show local sports teams or are relevant to current weather can show a brand鈥檚 relevance to specific consumers. Use this chart: Marketers can use this chart to make the case for local advertising investments or push for event/team sponsorships.

But there is also a retail media opportunity to reach these consumers by leveraging OOH advertising at gas stations and in convenience stores. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

HBO鈥檚 marketing team has historically leaned into OOH ads鈥攊ts promotion of "House of the Dragon" season one in 2022 featured a 3D Times Square ad that simulated a dragon breaking free from the screen. This year's activation comes at a time when CGI marketing is taking off鈥擜ritzia put a puffer jacket on Lady Liberty, for example.

Space economy expansion sparks ad concerns: Visible space ads could disrupt celestial studies and humanity's connection to the night sky.

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.

The news: United Airlines launched a national out-of-home (OOH) advertising campaign last week, targeting digital billboards in major population centers including New York City, Los Angeles, and Chicago, as well as the airline鈥檚 airport hubs, per Ad Age. The ads primarily feature images of destinations with short ad copy like 鈥淗eck yeah, we fly there.鈥�.

蘑菇AV two-thirds of OOH ad dollars will go toward traditional placements for the foreseeable future. Outside of metro areas, the audience isn鈥檛 big enough to justify the investment needed to create digital signage, which explains the continued relevance of static billboards. In-store retail media will account for a growing share of DOOH.

The battle between Walgreens and Cooler Screens underscores in-store retail media challenges: Glitchy technology, measurement challenges, and outdated store infrastructure doomed the partnership.

Out of Home Advertising Association of America (OAAA). Reuters. Trading Economics.

Billboards account for the majority of OOH ad spend in the US, but that percentage dropped slightly last year (74.3% in Q3 2023 versus 76.3% in Q1 2023, per the Out Of Home Advertising Association Agency of America's Q3 2023 data). That leaves room for other creative campaigns, from wrapping subways to playing tutorial videos on public transit.

Uber expands out-of-home (OOH) ads. The self-serve platform is aimed at small and medium-sized businesses interested in car-top ads in specific ZIP codes and times of day. The OOH ads can integrate with in-app discounts, making them more actionable than typical OOH ads. Who cares? Anyone advertising a product or service, especially if that product is location-specific. Player: Best Buy.

Meanwhile, QR-launched AR can bring OOH advertising to life, offering consumers exclusive interactive experiences that blend the virtual and real worlds. Customers can see 3D models of products, uncover special deals, or see how a certain product may look in their home.

Advertisers may view them as OOH ads, but they may also view them as part of their CTV spend. In some cases, like at gas station pumps and electric vehicle charging stations, they may also be viewed as retail media spend, which comes with its own debate over which budget ad spend should come from.

Out of Home Advertising Association of America (OAAA). Path to Purchase Institute. Placer.ai.

Real-world example: Planet Fitness launched an OOH ad program called PF Media Network in January, leveraging audiences at over 2,500 global locations. 鈥淥ur members are a captive audience with prolonged exposure time,鈥� said chief digital officer Sherrill Kaplan in an interview with eMarketer. 2. Travel.

Key stat: More than 75% of US adults over the age of 30 are concerned about the use of personal information for targeted digital ads, per the Out of Home Advertising Association of America and Morning Consult. Comparatively, only 66% of those ages 18 to 29 are concerned. What鈥檚 your biggest challenge when trying to get brands to shift to zero- and first-party data ownership?