OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. MRC Releases Phase 2 of OOH Standards
The Media Rating Council has unveiled Phase 2 of its OOH measurement standards for public comment, introducing requirements for demographic exposure and “likelihood-to-see” metrics. Crucially, the update aims to align OOH measurement with other media, enhancing comparability and credibility across ad channels.
2. TikTok Expands DOOH Reach with Curb Taxi Partnership
TikTok is bringing user-generated content to 15,000 taxi screens in 65 U.S. markets through a new partnership with Curb Mobility. As part of its “Out of Phone” initiative, the move adds to TikTok’s growing DOOH footprint alongside Loop TV, ReachTV, GSTV, and Volta. Curated content will appear in Curb’s Taxi TV loop, with ad inventory sold directly by TikTok.
3. DNC Targets Trump’s Medicaid Cuts with Rural Billboard Campaign
The DNC has launched billboards near struggling rural hospitals in Missouri, Indiana, Oklahoma, and Montana, blaming Donald Trump’s $1T Medicaid cuts under the One Big Beautiful Bill Act. The campaign aims to spotlight the impact on rural healthcare access as Republicans defend a $50B “transformation fund” Democrats call a partisan slush fund.
4. Adriana Gallardo’s Billboard Empire Draws Hollywood’s Attention
Adriana Gallardo, founder of Adriana’s Insurance, has built a $300M business serving Latino communities across 60+ offices. Her long-running billboard presence in Southern California recently led to partnerships with Warner Bros. and a speaking spot at the 2025 Mindvalley Summit. Her sister Veronica, also in the insurance business, runs a competing billboard campaign, making the rivalry a fixture on L.A.’s streets.
Source: The Hollywood Reporter
4. JCDecaux Secures Exclusive Ad Deal at Brussels Airport
JCDecaux has won the exclusive advertising concession at Brussels Airport, extending its 18-year partnership starting January 2026. The renewed contract includes upgraded digital displays, immersive brand activations, and a strong focus on sustainability. With 23.6M passengers in 2024, the airport is a key hub in Europe.
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