In today's podcast episode, EMARKETER Vice President & Principal Analyst, Sarah Marzano, examines what's holding in-store back, what it will take to overcome these constraints, and where the most meaningful opportunities lie as retailers work to scale the next stage of retail media.

OOH revenues hit $9.5 billion in 2025, representing 19 quarters of growth as DOOH fuels scale and measurable impact beyond screens.

OOH is enjoying a surge in M&A as the ad format entrenches itself as a reliable, growing staple of ad budgets.

Mexico’s digital ad market is rapidly transforming as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive.

Brazil’s digital ad market continues to transform as new formats, channels, and players emerge. Understanding the local market forces, challenges, and opportunities driving these shifts is vital to staying competitive in the country’s fast-evolving landscape.

Out-of-home (OOH) ad revenues reached an all-time Q3 high, according to the Out of Home Advertising Association of America (OAAA). OOH ad revenues grew 4.5% YoY in Q3, reaching $2.13 billion—the 18th consecutive quarter of growth reported by OAAA. Sustaining investment in OOH will remain critical because the format offers reach unmatched by other channels by leveraging high-traffic locations and providing unavoidable exposure.

Latin America’s digital ad market is transforming as new formats, channels, and players emerge. Understanding the market forces, challenges, and opportunities driving these shifts is key to staying competitive in this fast-evolving landscape.

Out-of-home (OOH) advertising is evolving into a dynamic, data-rich medium that blends physical and digital engagement. Speaking at Advertising Week New York, OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz described how AI, measurement, and social media are redefining OOH’s role in omnichannel marketing. Digital formats now make up over 36% of total OOH revenues, while programmatic buying and AI-driven creative optimization are transforming static screens into responsive canvases. Partnerships like TikTok’s “Out of Phone” show how viral content can extend into public spaces. The next phase of OOH will be defined not by size, but by intelligence and interactivity.

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?

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

OOH surges past $9B in ad spend: Programmatic DOOH and social amplification make OOH a performance-driven tool for modern advertisers.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

Acquiring Vistar and Blis strengthens its ad capabilities, but turning its mobile data advantage into ad dominance won’t be easy—especially in a market controlled by digital giants.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

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

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?

Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

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