OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. San Jose Approves $20M Digital Billboard Deal
San Jose City Council has approved a $20M deal to install five digital billboards at key downtown locations. The city will also get free ad space 15% of the time for local promotions. While supporters see it as a step toward a more vibrant, world-class downtown, opponents argue it disrupts the city’s character and primarily benefits out-of-state advertisers. The billboards will be operated by Ohio-based Orange Barrel Media.
2. Small Store, Big Impact
UK research reveals that convenience stores significantly outperform larger supermarkets in retail media effectiveness. Ads in smaller stores generate twice the visibility, triple the attention, and four times the brand recall. The study, using eye-tracking technology, highlights the power of c-stores’ high-traffic, mixed-category layouts in enhancing brand exposure. Retail media ranked as the second most effective channel for brand recall, surpassing online and out-of-home ads.
3. Farewell to OAAA’s Marci Werlinich
After 39 years at OAAA, EVP of Operation Marci Werlinich is stepping down. Her next move remains unknown.
4. Daktronics Unveils New Digital Billboard Line with 20% Lower Power Consumption
Daktronics has introduced the DB-7000 series, a next-generation digital billboard line designed to cut power requirements and operational costs by up to 20%. The U.S.-based manufacturer credits advanced component sourcing and in-house engineering for the efficiency boost. The new displays also feature an optional Green Mode for additional energy savings, aligning with growing sustainability concerns in the DOOH industry.
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