OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. Global DOOH Market to Triple by 2034
A new Precedence Research report projects the global DOOH market will jump to $89.9B by 2034 from $25.4B in 2024, driven by urbanization, smart infrastructure, and programmatic adoption. North America leads with 37% of current market share, while Asia-Pacific is the fastest-growing region. Retail remains the top spender, with healthcare, transit, and experiential formats fueling the next wave of growth.
2. Eos Turns Billboards Into Steamy Self-Care Moments
Eos is bringing the shower to the streets with its first digital OOH campaign promoting the Cashmere body wash range. In partnership with creative agency L&C, the brand fogged up 250+ billboards across major U.S. cities, revealing playful “Windows of Self-Care” as the steam clears. The digital characters seemingly interact with onlookers through gestures and eye contact.
4. 5 Takeaways from the DPAA Global Summit
At last week’s DPAA Global Video Everywhere Summit, marketers zeroed in on how AI, authenticity, and in-real-life engagement are redefining brand success. Outfront’s Nick Brien called for a shift from the “attention economy” to an “action economy,” H&R Block’s Jill Cress warned against using AI for AI’s sake, and ESPN showed how IRL activations like its NYC subway takeover can spark genuine connection. The takeaway: as automation accelerates, marketers who blend data-driven efficiency with human emotion will win.
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