OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. Broadsign Acquires Place Exchange
OOH adtech provider Broadsign has acquired Place Exchange, reconciling two rivals in the DOOH SSP market. Broadsign has a larger international footprint, while Place Exchange focuses on North America. Terms of the deal were not disclosed.
2. Survey: B2B Marketers Underestimate OOH
B2B marketers underestimate the value of OOH advertising, according to a survey by OneScreen.ai and Wynter reveals, with 77% citing measurement concerns and 57% doubting its reach. Despite this, 46% of B2B companies use OOH, primarily midmarket firms, and report high satisfaction with their ROI. The survey reveals a $50 billion opportunity.
3. Netflix Opens Its First Immersive “House”
Netflix has opened its first permanent Netflix House in the Philadelphia suburbs, a 100,000-square-foot immersive venue featuring experiences from hit shows like Wednesday, One Piece, and Stranger Things. Visitors can try escape rooms, VR adventures, mini-golf, themed dining, and exclusive merch, with the space designed to rotate in new IP to keep fans coming back. Additional locations are planned for Dallas and Las Vegas.
4. OAAA Webinar: Capturing Political Ad Dollars
The 2026 election cycle is shaping up to be one of the biggest in history, with total political ad spend projected to exceed $10B. In this webinar, political experts and OOH industry leaders will discuss the trends, battleground states, and market dynamics that will define 2026.
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