The news: Out-of-home (OOH) advertising is evolving from static displays into a hybrid, data-driven medium that merges the physical world with digital influence.
Speaking with EMARKETER during Advertising Week New York, Anna Bager, president and CEO of the Out of Home Advertising Association of America (OAAA), and Lucy Markowitz, SVP and GM of the US marketplace at Vistar Media, described how OOH is entering a new phase defined by measurement, interactivity, and integration with social and AI-driven media.
- Bager noted that tech, entertainment, and sports brands are now the sector’s biggest spenders, with digital OOH formats accounting for over 30% of total revenues. She highlighted the medium’s growing role in omnichannel plans—measurable, flexible, and privacy-safe—especially as global events like the Olympics and FIFA World Cup bring new opportunities for large-scale brand activations.
- Markowitz said the rise of programmatic OOH is transforming what was once a static channel into a responsive, real-time ad environment. She pointed to Vistar Media’s partnership with TikTok’s “Out of Phone” initiative, which adapts viral social videos for outdoor displays. “It’s the coming together of two channels,” she said, describing how TikTok’s creative energy can be mirrored in public spaces to sustain engagement beyond the screen.
By the numbers: US OOH ad revenues rose 3% YoY in Q2 2025 to $2.86 billion, marking 17 consecutive quarters of growth, per the OAAA. Yet real gains were slim—growth barely outpaced 2.4% inflation and lagged the 5% rise in US GDP, meaning OOH again trailed the broader economy.
The bright spot is digital out-of-home (DOOH), now 36.3% of total OOH revenues (up 9.4% YoY), per our own forecast. That digital segment, powered by data-driven precision, is attracting tech and DTC advertisers integrating it into omnichannel campaigns.
The sports component: Major global sporting events like the Olympics World Cup and are accelerating OOH’s digital transformation. New transportation systems, venues, and stadiums are being built with digital signage baked in—turning public infrastructure into monetizable media.
Markowitz said these environments won’t just feature sponsor logos; they’ll help fund the infrastructure itself through ad revenues, expanding both reach and relevance for brands intent on driving word of mouth (see chart).
AI’s impact: Artificial intelligence is reshaping OOH’s creative and performance potential. Bager said AI allows advertisers to process vast datasets and adjust campaigns based on context—like weather, sports scores, or trending topics—without compromising privacy. Paired with improved attribution tools that measure foot traffic, retail lift, and conversions, OOH is gaining credibility among performance marketers, not just brand advertisers.
What marketers should do: OOH is becoming a bridge between online and offline engagement. Marketers should experiment with programmatic buying and AI-powered creative optimization to align messaging with real-time context. Start with digital OOH near key retail locations and measure store visit lift to quantify ROI. Collaborations with platforms like TikTok, YouTube, and Instagram can extend creator-led storytelling into physical spaces where audiences live, commute, and gather.
The next phase of OOH isn’t about bigger screens; it’s about smarter connections. The marketers who master this blend of physical presence and digital agility will define the future of omnichannel storytelling, meeting audiences seamlessly across screens and streets.