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Facetune, the photo editing app from Lightricks, has expanded from digital screens into the physical world with its first out-of-home (OOH) ad campaign in the US.

鈥淎 good campaign probably has a little bit of risk,鈥� said 鈥淚t鈥檚 Always Sunny In Philadelphia鈥� star Charlie Day at this week鈥檚 OOH Media Con 25. 鈥淵ou鈥檙e much better off taking the risk and taking the swing on something that could be wildly successful.鈥�

Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating 鈥渁 once in a career window to reorient your business to the opportunity,鈥� according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

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

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

The news: At the OOH Media Conference, Jasmine Singer (AstraZeneca associate director of marketing), Faryn Brown (Kinesso VP of addressable), and Ian Dallimore (VP of digital growth at Lamar Advertising) shared how pharmaceutical brands are expanding their use of out-of-home (OOH) to reach patients in daily life鈥攏ot just within the healthcare system.

The news: Skims, the shapewear brand founded by Kim Kardashian, is on an expansion tear as it nears $1 billion in annual sales, per Business of Fashion. The company plans to open 16 stores in the US this year, bringing its total domestic footprint to 22. Over the next nine months, Skims expects to establish itself in seven new markets鈥攊ncluding stores in Mexico, London, and Dubai. Our take: While stores are hugely important to Skims鈥� growth, the company has several advantages over the rest of the D2C field. Unlike most other D2C companies, Skims doesn鈥檛 need to rely on its stores as billboards given its high-profile founder, who is also a fixture of its ad campaigns. Its partnership with Nike will give it access to an even larger audience and smooth its entry into the athleisure category鈥攁ssuming production delays don鈥檛 get in the way. The launch will also considerably increase Skims鈥� retail presence without needing to invest in premium real estate.

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.