OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. Why Lawyers Are Spending More Than Ever on Billboards
Attorney spending on OOH advertising topped $541 million in 2024, up $70 million from 2023 and nearly $200 million since 2022, according to industry estimates. As competition among law firms intensifies and jury awards continue to climb, billboards have become a high-stakes tool for visibility, brand recall, and winning cases before rivals do.
2. Why Digital-Native Brands Are Turning to OOH
As performance channels mature and acquisition costs rise, digital-native companies like Apple, Amazon, and Netflix are increasingly using OOH to extend reach, strengthen brand perception, and drive measurable impact beyond walled gardens. Nearly 30% of the top 100 OOH spenders are now tech or DTC brands, signaling a structural shift as digital-first marketers embrace OOH’s ability to connect brand building with performance outcomes.
3. The OOH Psychic’s Predictions for 2026
Bill Board forecasts a year of louder promises, faster digital growth, and familiar industry habits that refuse to die. From programmatic déjà vu and sustainability posturing to measurement battles and the unstoppable rise of digital screens, shares an honest take on where OOH is heading in 2026.
4. Ohio’s Marijuana Billboard Ban Faces First Amendment Challenge
A Cleveland-based First Amendment attorney argues Ohio’s new ban on marijuana billboards and other advertising is likely unconstitutional, warning that states generally cannot restrict truthful advertising for lawful products. The rule, approved as recreational marijuana sales begin, is expected to face legal scrutiny over whether it unfairly limits adult speech under the guise of protecting children.
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