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.

Compared with other traditional media channels, out-of-home (OOH) is resilient. US OOH ad spend will grow 5.2% this year, per our March 2024 forecast, significantly more than TV, radio, and print, which will mainly see declining figures over the next few years.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

OOH ad spending has recovered from the pandemic and will continue to grow steadily.

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.

“Out-of-home’s beauty is its proximity,” said Steve Nicklin, senior vice president of marketing and analytics at the Out of Home Advertising Association (OAAA). “We're also intercepting consumers when they're most likely to act.”

The UK is a mature programmatic market, but innovation and evolution continue apace, particularly in the connected TV and out-of-home environments. The next step for programmatic practitioners is to invest in multichannel campaign capabilities.

S digital out-of-home (DOOH) will make up 31.4% of out-of-home (OOH) ad spend this year, showing recovery after a pandemic dip, according to our forecast.

The digitization of the store—retail’s next megatrend—will transform the shopper’s path to purchase and industry economics for retailers and brands.

While advertising areas like connected TV and retail media boast strong potential, other channels, like social media and linear TV, are losing some steam. That’s why it’s important to explore other ad channels. For example, digital out-of-home advertising has made technological and creative leaps in the past few years, while the women’s sports ad opportunity is expanding. Here are some areas within digital advertising where you may be missing out on unlocking potential.

Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy.

OOH keeps gaining ad spending dollars, but its share of media budgets remains below pre-pandemic levels.