OOH Advertising Emerges as Key Connected Commerce Driver
Event summary
- 98% of marketers now view OOH as a core or supporting component of connected commerce strategies.
- 86% of marketers plan to increase OOH investment over the next two years.
- Midnight Oil, an Imagine Group company, co-sponsored the research on OOH's evolving role.
- Digital OOH formats, including digital billboards and in-store screens, lead adoption.
- Imagine Group leverages strategy, production, and scale to support modern connected commerce programs.
The big picture
The research underscores OOH's shift from a top-of-funnel awareness channel to a critical driver of connected commerce, bridging digital engagement and real-world action. Imagine Group, through Midnight Oil, is positioning itself to capitalize on this trend by enabling brands to execute OOH at scale. The growing emphasis on proximity-based OOH highlights its role in influencing consumers at, near, and on the path to purchase.
What we're watching
- Measurement Innovation
- How advancements in measurement will further accelerate OOH adoption.
- Programmatic Access
- Whether programmatic access to OOH formats will expand.
- Addressable OOH
- The pace at which addressable OOH formats will be integrated into connected commerce strategies.
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