OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. Study: OOH Delivers Highest Marginal ROI Among Major Ad Channels
Research from Keen Decision Systems and Accretive shows out-of-home advertising delivers a $7.58 marginal ROI, surpassing all other media types despite representing less than 1% of total ad spend. The study, analyzing data from January 2024 to March 2025, found that shifting budgets from saturated digital channels like search and social to OOH can significantly improve overall marketing efficiency.
2. Gen Z Rekindles In-Store Shopping Enthusiasm as Holiday Travel Rises
New research from GSTV finds nearly 4 in 10 Gen Z consumers are more excited to shop in stores this holiday season, valuing the hands-on and social aspects of the experience. Despite economic concerns, most shoppers plan to seek deals rather than cut spending, while increased travel—43% plan to drive more than last year—creates new opportunities for brands to reach consumers on the move throughout the extended holiday shopping season.
Source: Path to Purchase Institute
3. Heineken Trolls AI Wearables Company
Heineken launched a new OOH campaign in New York parodying the recent AI wearable “Friend” ads that drew public backlash. Heineken’s ads promote real-world connection with the line “social networking since 1873” and tie into Heineken’s ongoing #SocialOffSocials effort to encourage people to spend less time online.
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4. DIRECTV Hijacked Hollywood Billboards
DIRECTV took over LA with a clever OOH campaign showcasing the power of its universal search tool. Billboards across Hollywood, West Hollywood, Santa Monica, and Downtown paired the platform’s search bar with Emmy-winning hits from partners like HBO, Disney+, and Hulu.
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