Penske Media, owner of Rolling Stone, Billboard, and Variety, has filed the first major US publisher lawsuit against Google over its AI Overviews feature. The company alleges Google’s summaries exploit journalism while diverting traffic that previously supported ad and affiliate revenues. Penske says affiliate earnings dropped by a third as AI Overviews appeared on 20% of searches. Google calls the suit “meritless,” but traffic declines reported by others suggest otherwise—placing AI Overviews at the center of a looming legal test for publisher survival.

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?

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?

“Out-of-home (OOH) is cost-effective. It's measurable. It's targetable. You can be hyperlocal with it,” said founder and CEO at Quan Media Brian Rappaport. It’s also growing. US OOH ad spend will increase by 6.5% this year, reaching $9.51 billion dollars, according to our October 2023 forecast. But an added benefit is OOH’s potential to create organic impressions on social media.

The largest share of US programmatic out-of-home (OOH) ad spend went to billboards (41%) in H1 of this year, followed by screens and TVs (24%) and display panels (14%), according to Place Exchange.

With $9.15 billion in US ad spending going to OOH advertising this year (up 7% from last year) and an increasing portion of that spending going to digital (31.4% this year, rising to 40.4% by 2027), per our forecast, advertisers should be innovating on this somewhat traditional format. Here are three unique OOH ad activations.

The US ad market has declined five months in a row, according to MediaPost and the Standard Media Index’s US Ad Market Tracker. But as people return to planes, trains, and automobiles, out-of-home (OOH) ad spend is growing. Here are five charts with what you need to know about this unique time for traditional, digital, and programmatic OOH advertising.

As more people cut the cord, viewers are increasingly tuning in to live digital video services.

eMarketer senior forecasting analyst Oscar Orozco tees up our numbers for UK digital out-of-home advertising and factors behind its growth.

UK digital out-of-home advertising is fueling growth in the overall out-of-home space. It offers impact, reach and measurement, but DOOH must continue to work hard to win ad budgets destined for other media pots.