蘑菇AV

Although OOH is still primarily a traditional medium, outdoor advertising鈥檚 future is digital. US DOOH ad spend will grow by double digits annually through the end of our forecast period in 2027. In the near term, DOOH is overcoming its pandemic slump.

Many are tapping creators for experiential marketing efforts, including in-store appearances and digital out-of-home (DOOH) campaigns. The boom in in-person events after the pandemic has helped fuel this surge, and top holding companies now staff agencies with expertise in this field. Momentum Worldwide (IPG). Established in 1987 and acquired by IPG in 1996.

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.

On today's podcast episode, we discuss a digital out-of-home (OOH) TikTok initiative, whether OOH ads have actually bounced back, and what we expect to see from in-store retail media. "In Other News," we talk about YouTube experimenting with longer but less frequent ad breaks and whether consumers are finally bumping up against a video streaming ceiling. Tune in to the discussion with our analyst Ross Benes.

Retailers and the tech firms powering some of their RMNs are racing to give ad buyers access to more off-site inventory in formats ranging from CTV to digital out-of-home to in-store. But on-site has plenty of headroom left, as this new data from our forecast shows.

This is in addition to the RMN鈥檚 current on- and off-site formats, including display, video, connected TV (CTV), and digital out-of-home. Early results from Lowe鈥檚 beta roll out show in-store audio ads lifted both incremental sales and return on ad spend.

And what that means is 76 or more percent of digital out-of-home viewers took an action after seeing the ads, such as watching a video from the brand, visiting a restaurant, purchasing in store, having a word of mouth conversation about the brand, or visiting the store. And then I mentioned these more interactive examples that are paying off for brands.

Brands are also tapping creators for experiential marketing, including in-store appearances and digital out-of-home (DOOH). That can mean fewer dollars for lower-profile campaigns. Omnichannel and experiential activations are expensive to produce and generally go to big-name stars, who charge high prices.

We expect programmatic to hit almost 900 million this year, but that's compared to a little over 3 billion for digital out-of-home. So it's still only a little over a quarter of digital out-of-home spend, but it's growing super fast. Another big part is retail media networks, also growing pretty quickly, also pretty small portion of the overall digital out of home spend.

When it was announced, Marriott revealed the network, powered by Yahoo, would offer inventory across its owned channels, including display, mobile, video, email, and digital out-of-home (in-room television and digital screens). After Yahoo shut down its server-side provider business in 2023, Marriott transitioned the network to Google, as reported by Skift.

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?

鈥淲e're also intercepting consumers when they're most likely to act.鈥�. 76% of recent digital out-of-home (DOOH) viewers took action after seeing an ad, such as watching a video (38%), visiting a restaurant (36%), purchasing in-store (30%), word-of-mouth conversations (30%), and visiting a store (29%), according to a study from the OAAA and The Harris Poll.

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

Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.

The battle between Walgreens and Cooler Screens underscores in-store retail media challenges: Glitchy technology, measurement challenges, and outdated store infrastructure doomed the partnership.

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

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

It did so by expanding its portfolio of omnichannel advertising solutions and services: onsite native display and sponsored product ads on Lowes.com and the Lowe's app; omnichannel programmatic activations across display, video, connected TV, streaming audio and podcasts, and digital out-of-home with Yahoo DSP; offsite advertising placements including email, paid search, and social media with partners like