OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
eMarketer’s OOH Trends Forecast
US OOH ad spending is expected to top $10B for the first time in 2027, following years of moderate—but steady—growth.
Ikea’s Billboard Spreads Sunshine in Sweden
Ikea’s new mirrored billboard in Stockholm reflects light onto shady areas using a GPS motor, making the most of Sweden’s fleeting summer.
Retail Media on the Rise
Retail media is the fastest growing form of ad spend, according to eMarketer, with global spending set to reach $140B this year. Forecasts suggest this could grow by 26% over the next four years, reaching $176 billion per year by 2028.
Pepsi Turns Its Can into a Digital Billboard
The new Pepsi Smart Can, unveiled at Cannes, features a digital screen, movement sensors, and no actual soda. Coined a “CANvas” for self-expression, the high-tech piece of dynamic marketing is currently only available to creatives and influencers.
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