Out-of-home (OOH) ad spending keeps climbing, powered by digital screens, in-store placements, and programmatic buying. Growth is steady, but budgets still lean on traditional formats as automation reshapes how brands plan and buy.

“A good campaign probably has a little bit of risk,” said “It’s Always Sunny In Philadelphia” star Charlie Day at this week’s OOH Media Con 25. “You’re much better off taking the risk and taking the swing on something that could be wildly successful.”

T-Mobile sees a $600 million opportunity in Digital OOH: The mobile provider will acquire Vistar Media in a deal hinting at the format’s future.

Roblox takes steps to address child safety: New parental control features come after critical reports that could stifle advertising efforts.

What United’s OOH campaign reveals about the channel: Digital billboards give OOH a leg up over other traditional media.

Digital screens, programmatic buying, and better data will help OOH ad spending grow at a solid pace over the next few years, despite broader challenges in traditional advertising.

Though out-of-home (OOH) spending plummeted during the pandemic as people rarely ventured out-of-home, the stalwart billboard ad saw its share of budgets leap.

Nearly $2 billion in US out-of-home (OOH) ad spend went to billboards in Q2, accounting for about three-fourths of OOH. That said, billboards’ share decreased by 9 percentage points with that money going to transit as commuters return to buses and trains.

US spending decreased significantly across out-of-home (OOH) ad formats from Q1 2020 to Q1 2021, but not all categories were affected equally.

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during H1 2020.

In the latest episode of "Behind the Numbers," eMarketer senior analyst Bill Fisher breaks down the data for the digital OOH market in the UK. How many British consumers see DOOH ads? Where are the ad dollars coming from? Which advertisers are making waves?

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.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.

Hint: It's all about location data

Once a collection of homely local ads, the New York subway system now features an array of provocative campaigns, many of them for digital native companies. In the latest episode of "Behind the Numbers," we dig into this unusual outpost of the out-of-home advertising world.