OOH Advertising Cements Role in Connected Commerce as Marketer Investment Surges
Event summary
- 98% of marketers now incorporate out-of-home (OOH) advertising into purchase-driven initiatives, per OAAA research.
- 86% of respondents expect OOH investment to increase over the next two years, with 37% projecting growth of 15% or more.
- Digital billboards (65%), digital in-store screens (63%), and digital promotional displays (57%) are the most commonly deployed OOH formats.
- The connected commerce economy has surpassed $112 billion, reinforcing OOH's role in bridging physical and digital touchpoints.
The big picture
The findings highlight a broader shift in media strategy, where OOH is increasingly seen as a foundational component of cross-channel orchestration. As brands seek to unify physical and digital touchpoints, OOH's ability to influence behavior across the customer journey positions it as a key player in the $112 billion connected commerce economy. The research underscores the medium's evolving role beyond upper-funnel awareness, reinforcing its direct impact on purchase decisions.
What we're watching
- Investment Growth
- Whether OOH can sustain its projected 15%+ investment growth amid evolving media consumption patterns.
- Digital Integration
- How the rise of programmatic DOOH will influence static and transit placements in the long term.
- Measurement Standards
- The pace at which improved measurement and addressability will drive further OOH adoption in commerce strategies.
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