Out-of-home (OOH) ads prompt an average 13.3% growth in US ad awareness, outpacing TV (10.2%), digital (3.9%), and connected TV (2.2%), according to a July report from Clear Channel Outdoor and Kantar.

The news: Advertisers are increasing investment in up-and-coming digital advertising channels as the shift away from traditional continues, per a DoubleVerify study. Social media maintains the highest level of investment among North American marketers. Seventy-nine percent are already investing, while 19% have plans to. Our take: High-performing traditional ad formats are being overlooked because they’re harder to measure—but optimizing for attribution over outcomes could come at a cost.

The news: Streaming’s share of television usage skyrocketed to 46% in June, while time spent with streaming increased 5.4% versus May, per Nielsen’s Total TV/Streaming Snapshot. Streaming was far above cable (23.4%) and broadcast (18.5%), growing nearly 6% YoY compared with June 2024. Our take: Advertisers are navigating a challenging landscape where connecting with broad audiences necessitates investment in a format that has yet to prove its ability to drive action. A diversified approach is key. While attention and dollars are shifting toward CTV, advertisers can’t discount the effectiveness of traditional formats.

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.