The news: Out-of-home (OOH) and TV advertising are outperforming popular channels like connected TV (CTV) and digital across metrics, per a five-year study from Clear Channel Outdoor and Kantar. Our take: OOH and TV advertising will continue playing a critical role in an effective omnichannel strategy, and the most savvy advertisers will recognize the enduring effectiveness of these channels for reaching key audiences when they’re likely to purchase.

Facetune, the photo editing app from Lightricks, has expanded from digital screens into the physical world with its first out-of-home (OOH) ad campaign in the US.

Eurovision shows the importance of branding and timing: The music competition had notable brand activations with lessons to impart.

Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating “a once in a career window to reorient your business to the opportunity,” according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

“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.

The influencer marketing industry finds itself at an inflection point in more ways than one, and agencies must adapt to stay afloat.

In 2024, connected TV (CTV) platforms raced to expand ad-supported content, Google delayed its cookie plans (again), and brands chased insights from social media giants on how to break through to consumers.

68% of US internet users think marketing from national brands with local messaging makes ads more relevant and shows advertisers are investing in local communities, per a study from The Harris Poll and Locality.

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

On today's podcast episode, we discuss just how bad ad fatigue is getting, how GenAI might revolutionize the in-car experience, the most interesting ways that out-of-home advertising is evolving, if niche video streaming services can gain share, how much the “American Dream” costs, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, Director of Reports Editing Rahul Chadha, and Vice President of Briefings Stephanie Taglianetti.

Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. “Try it more. Use it not just for that one stunt,” said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

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?

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.

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.

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.”

Out-of-home (OOH) campaigns in big cities need diversity in OOH formats so more of the target audience sees the ads without advertisers necessarily spending more, according to Brian Rappaport, CEO of OOH agency Quan Media Group.