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T-Mobile sees a $600 million opportunity in Digital OOH: The mobile provider will acquire Vistar Media in a deal hinting at the format鈥檚 future.

Digital OOH ascendant: The ability to cycle through inventory and more accurately target consumers has helped digital billboards capture larger shares of ad spending as the sector recovers following the pandemic. The line between digital OOH spending and connected TVs is blurring, as both count on data insights and screen-based content.

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.

But it can still help with the latter: Digital out-of-home (DOOH) is responsible for most of the channel鈥檚 ad spend growth due to its ability to display multiple ads and integrate with other digital marketing channels. DOOH placements can help brand campaigns drive direct engagement and be used for more traditional performance marketing purposes.

Programmatic digital OOH (DOOH) enables advertisers to use real-time data, like weather, traffic, time of day, or events, to adjust their ads. 鈥淎s brands seek more effective ways to stand out, real-time programmatic DOOH will set the standard for impactful advertising,鈥� Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA), recently told us.

Digital out-of-home (DOOH) will grow at a CAGR of 9.5% through 2028 and will capture 43.5% of OOH spend by then. Traditional radio still earns the majority of audio ad dollars, but it鈥檚 quickly losing share. The total audio market is growing at a four-year CAGR of 1.1%, but radio will actually lose ad dollars at a -2.0% CAGR over the same time frame.

Digital OOH (DOOH) is where the growth will be. DOOH remains a small portion of overall OOH inventory, but it generates more than a third of sales revenues鈥攁nd that share will grow. Its flexibility, dynamic creative, and increasing integration within the programmatic ecosystem is driving growth. Programmatic DOOH will surpass a quarter of DOOH ad spending for the first time this year.

And that doesn鈥檛 include paid media amplification or nonsocial media campaigns, like CTV or digital out-of-home (DOOH), which will become more common next year. Nearly every industry has embraced influencers and creators. We expect 86.0% of US marketers to use influencer marketing in 2025. New-to-influencer industries include:. B2B.

Those channels will include Western Union鈥檚 website, app, and digital out-of-home screens as well as through streaming platforms, per the press release. Ad spend on financial media networks in the US will approximately double both this year and next year, per our June 2024 forecast.

Programmatic DOOH is evolving, allowing advertisers to use live data on weather, traffic, time of day, and events to adjust ads to be as relevant as possible. For example, a beverage brand may show hot coffee on a cold, rainy morning and an ice cold drink as the sun comes out.

This catch-all category includes all types of industries鈥攕ome of which focus on search, digital out-of-home (DOOH), or social鈥攕o it only slightly overindexes on video. CPG is a huge TV spender鈥攂ut it also spends heavily on social media. As a result, it lands roughly on the average for video share of digital ad spend.

Programmatic DOOH has performance marketing potential. UK retailers have invested in programmatic DOOH for performance marketing and awareness. Advertisers see advantages around hypertargeting, high-quality viewability, and ROI, per VIOOH鈥攁nd 81% believe programmatic DOOH is important for performance-led campaigns.

Notably, digital out-of-home (DOOH) makes a strong showing, indicating a blend of digital innovation with traditional advertising methods. Emerging formats, such as influencers and connected TV, are steadily carving out their niches as well, each with just under 2% of total spend. Spain's global digital footprint is growing. On the global stage, Spain's digital ad spending growth is noteworthy.

By blending regional nuances, timely messaging, and a deep understanding of its brand-specific audiences, PepsiCo鈥檚 approach to digital out-of-home (DOOH) goes beyond arbitrary billboards. Its DOOH strategies enable the company to connect with consumers in meaningful ways, without compromising on the high-impact creative that public spaces demand.