蘑菇AV

How can OOH ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

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.

OOH advertising is a powerful social media amplifier; 47% of consumers search for social media handles featured on OOH ads, and 40% share related content online (see chart). This cross-channel integration makes OOH a critical element in modern omnichannel strategies. Our take: OOH advertising is no longer just an awareness play.

On today's podcast episode, we discuss just how bad ad fatigue is getting, how GenAI might revolutionize the in-car experience, the most interesting ways that out-of-home advertising is evolving, if niche video streaming services can gain share, how much the 鈥淎merican Dream鈥� costs, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, Director of Reports Editing Rahul Chadha, and Vice President of Briefings Stephanie Taglianetti.