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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.

Digital OOH ascendant: The ability to cycle through inventory and more accurately target consumers has helped digital billboards capture larger shares of ad spending as the sector recovers following the pandemic. The line between digital OOH spending and connected TVs is blurring, as both count on data insights and screen-based content.

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.

Acqui-hiring established digital out-of-home (DOOH) and privacy-first ad tech firms bolsters T-Mobile鈥檚 capabilities, but integrating the new technologies and services could be a hurdle. Vistar Media鈥檚 technology gives T-Mobile access to over 1.1 million digital screens in locations including concert halls, offices, and airports.

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.

But it can still help with the latter: Digital out-of-home (DOOH) is responsible for most of the channel鈥檚 ad spend growth due to its ability to display multiple ads and integrate with other digital marketing channels. DOOH placements can help brand campaigns drive direct engagement and be used for more traditional performance marketing purposes.

Digital out-of-home (DOOH) will grow at a CAGR of 9.5% through 2028 and will capture 43.5% of OOH spend by then. Traditional radio still earns the majority of audio ad dollars, but it鈥檚 quickly losing share. The total audio market is growing at a four-year CAGR of 1.1%, but radio will actually lose ad dollars at a -2.0% CAGR over the same time frame.

The campaign will be executed globally across multiple channels, including digital, out-of-home, social, TV, and retail locations. But the media mix will be tailored specifically to fit each region. The goal is getting 75% of Puma鈥檚 target audience in key countries to see the video at least twice, said Teyssier.

Between the TTD-Sincera deal and T-Mobile announcing plans to acquire digital out-of-home (DOOH) SSP Vistar Media, it鈥檚 already off to a hot start. Deal volume will likely accelerate as the year goes on. There are two potential tailwinds to consolidation:. There could be a more favorable dealmaking environment under the new Trump administration.

And that doesn鈥檛 include paid media amplification or nonsocial media campaigns, like CTV or digital out-of-home (DOOH), which will become more common next year. Nearly every industry has embraced influencers and creators. We expect 86.0% of US marketers to use influencer marketing in 2025. New-to-influencer industries include:. B2B.