OOH Trends: Growth, Partnerships, and Sustainability Initiatives

OOH Ad Spend on the Rise

OUTFRONT Media Expands Programmatic Reach in NYC's MTA System

OUTFRONT Media is expanding its rollout of programmatic in New York City’s MTA system, with the potential to reach more than four million daily trips from New Yorkers and tourists along with commuter rail stations in the surrounding areas. Advertisers will also be able to programmatically access thousands of Liveboards inside stations. These digital signs, in a variety of formats, can be used to reach audiences with brand messaging according to several variables – including time of day, day of the week, and location. Neil Shapiro, OUTFRONT Media’s VP of Programmatic, emphasizes the impact of transit advertising in today's marketing landscape.

Growth Trends in OOH Ad Spend

Insights from Guideline on 4Q23 OOH Ad Spend

US OOH ad spend in 4Q23 rose by 27% compared to 4Q22, according to Guideline. While local OOH retained the majority of ad spend, national OOH saw a faster rate of growth at 50%, compared to local’s 24%. All OOH media subtypes grew from quarter to quarter, with Events leading at 181%, followed by Cinema at 57%, and Street Furniture/Retail at 54%. The report also highlights shifts in spending across different product categories, with notable changes in Apparel & Accessories and Quick Serve Restaurants.

Hivestack's Expansion into China

Partnership with Way.io for Perion’s DOOH Platform

Hivestack, Perion’s DOOH platform, has partnered with Way.io for Perion’s first domestic Demand Side Platform collaboration in China. This strategic alliance aims to offer unparalleled access to global digital DOOH properties, marking a significant step in expanding Perion’s global footprint.

Fubo's Out of Home Ad Campaign

#savemysports Initiative

Fubo, the sports-first live TV streaming platform, launched an out of home ad campaign called #savemysports as part of its fight against the sports streaming service in the works from Disney, Fox, and WBD. The campaign creatively repositions famous movie quotes to highlight potential negative impacts on consumers from the forthcoming streaming JV.

McDonald’s Digital Signage Malfunction

Temporary Closures Across Multiple Countries

A digital signage malfunction caused thousands of McDonald’s restaurants to close for up to 12 hours on Friday. The issue, attributed to a third-party provider during a configuration change, affected outlets across Japan, Singapore, Australia, New Zealand, Germany, Austria, and the UK.

Bowling Center Television's Partnerships

Expansion of DOOH/CTV Television Network

Bowling Center Television, a DOOH/CTV television network developed through collaboration, has struck partnerships with USA Today, the Associated Press, Reuters, and Stats Perform. These partnerships aim to deliver a range of content to BCTV, including news, entertainment video segments, and live data, enhancing the network's offerings for its audience.

Out of Home Ads in Political Campaigns

Effective Strategies for Voter Engagement

A new study commissioned by the Out of Home Association of America reveals the effectiveness of out of home ads in reaching, informing, and influencing voters. With insights showing high levels of trust and influence among likely voters, OOH ads are proving to be an impactful tool in political campaigns.

Billups' Sustainability Initiative

Collaboration with Cedara for OOH Sustainability Solution

OOH managed services agency Billups has chosen Cedara, the Carbon Intelligence Platform for marketers, to develop an OOH sustainability solution for its global network of brands and agencies. This initiative underscores Billups' commitment to driving sustainability efforts within the OOH industry and supporting clients in achieving their environmental goals.