Out-of-home (OOH) advertising is regaining cultural and commercial relevance as digital environments grow more synthetic and less trusted. OAAA’s Anna Bager and Vistar Media’s Lucy Markowitz told EMARKETER that OOH’s greatest advantage is its permanence—it’s “literally there.” As misinformation and algorithmic fatigue reshape consumer behavior, physical media has become a trust signal that can’t be faked or filtered. Modern OOH blends this credibility with interactivity, using 3D creative, AI-assisted design, and viral social moments to amplify campaigns beyond the street. For marketers, OOH isn’t just awareness—it’s proof of authenticity in an era of artificial everything.

Out-of-home ads help pharma reach patients beyond clinical settings: Marketers must keep in mind that it’s not about pressure to convert—it's about creating presence and trust.

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.

Marketers are rediscovering OOH’s power for brand-building: In a post-click world, visibility and trust matter more than ever.

“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.”

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

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

On today's podcast episode, we discuss what was behind the impressive first half of the year growth in out-of-home (OOH) advertising, how the medium is different from before the pandemic, the benefits of OOH TV, and what we can expect from the next few years. Tune in to the discussion with host Marcus Johnson and analyst Yory Wurmser.

“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.”

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

This Banking & Payments Show episode explores new cash-back credit card features and their appeal. We discuss a CNBC article on merchant rewards, highlight a feature 58% of consumers find extremely valuable, and debate the merits of these features versus more cash-back rewards.

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.

Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

Amazon broadens advertising appeal with latest ad updates: The retailer is adding new formats and expanding the verticals that can advertise on its platform.

OOH ad spending is getting back to where it once belonged. Prior to the pandemic, OOH was steadily growing, which was impressive for a medium still primarily rooted in traditional ad buying.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.