OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
eMarketer’s OOH Trends Forecast
US OOH ad spending is expected to top $10B for the first time in 2027, following years of moderate—but steady—growth.
Ikea’s Billboard Spreads Sunshine in Sweden
Ikea’s new mirrored billboard in Stockholm reflects light onto shady areas using a GPS motor, making the most of Sweden’s fleeting summer.
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Retail Media on the Rise
Retail media is the fastest growing form of ad spend, according to eMarketer, with global spending set to reach $140B this year. Forecasts suggest this could grow by 26% over the next four years, reaching $176 billion per year by 2028.
Pepsi Turns Its Can into a Digital Billboard
The new Pepsi Smart Can, unveiled at Cannes, features a digital screen, movement sensors, and no actual soda. Coined a “CANvas” for self-expression, the high-tech piece of dynamic marketing is currently only available to creatives and influencers.
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