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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�

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.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media鈥檚 declines.

In this deck鈥攐ne of six in the series鈥攚e cover our latest forecasts for out-of-home (OOH) ad spending. This deck will:. Provide an overview of our OOH ad spending and revenue forecasts as of Q4 2024, which include breakdowns by device. Help ad buyers benchmark their OOH ad spending and budget allocations against the market.

Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. 鈥淭ry it more. Use it not just for that one stunt,鈥� said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.