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The news: As the 2025 economy tightens under the pressure of tariffs, AI disruption, and shifting global trade policy, brands are embracing adaptability. Retail growth forecasts have been slashed, inflation-wary consumers are scaling back, and even luxury sentiment is weakening. Our take: Resilient brands are leaning into agile planning, reallocating media spend to ROI-focused channels like search and digital out-of-home, and anchoring value in trust and quality鈥攏ot just price. As emotional volatility shapes consumer decisions, marketers who show relevance and reassurance will lead. The brands that win won鈥檛 wait for stability鈥攖hey鈥檒l build strategies that succeed amid constant change.

OOH surges past $9B in ad spend: Programmatic DOOH and social amplification make OOH a performance-driven tool for modern advertisers.

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.

鈥淲e鈥檙e trying to focus on DOOH (digital out-of-home), podcasting, and digital audio,鈥� agreed Jason Adamski, director of IAB's media center. Meanwhile, commerce media advertisers are doubling down on streaming as they lean into the interconnection between retail and CTV, according to Shapo. Partnerships between these channels is welcome news for retailers.

Digital ad spending in Australia is led by digital out-of-home. Overall digital ad spending in Australia will reach $11.33 billion in 2025, up 6.3% compared with total media鈥檚 4.3%. Digital out-of-home (DOOH) will make up 72.3% of the country鈥檚 outdoor ad market in 2025.

Digital out-of-home (DOOH) advertising and TV spots are new ways to engage with B2B decision-makers. Some brands are making bold moves鈥攅ven Super Bowl advertising. The crowded digital market has pushed brands to make bold, creative moves that establish credibility and build emotional connections.

German supermarket chain Edeka Minden-Hannover has signed a deal with digital out-of-home (DOOH) operator Digooh Media to install around 1,000 digital screens at the entrances of Edeka鈥檚 stores. Boots Media Group has added digital welcome screens and high-visibility digital screens. The company reports a brand uplift of more than 19% on average.

One area of digital advertising where the influence of in-store retail media is most keenly felt, however, is in digital out-of-home (DOOH), where in-store retail media ad spending is set to make up about one-fifth of total ad spending by 2027. Over the next four years, in-store retail media ad spending will make up 55.9% of total DOOH growth.

The Trade Desk, as the largest independent DSP, sits at the center of retail media鈥檚 surge by brokering access to retail audiences across formats like display, mobile, connected TV, and digital out-of-home. Retail media is surging as brands look to tie ad spend directly to sales. Retailer data links impressions to transactions, making it more appealing than traditional digital channels.

The UK is a market leader in digital out-of-home (DOOH) placements. 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.