OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. Billboards Warn of Heat Deaths at National Parks
A nonprofit labor advocacy organization is targeting DOGE with around 300 billboards across Arizona, Nevada, Ohio, Pennsylvania and Florida that call out the rise in heat deaths at national parks along with the cut in safety staff.
2. Facetune Launches First OOH Campaign
The photo editing app Facetune has expanded from digital screens into the physical world with its first OOH campaign in the US, which it plans to expand into influencer collaborations and event activations.
3. KFC ‘Vandalizes’ Billboard
In its latest OOH campaign, KFC teamed up with agency PS21 to transform Madrid’s Avenida de América station into a crayon-covered wonderland. Promoting a new lollipop collab with Fiesta, the brand let children take the creative reins—literally—blanketing billboards, cars, and shelters in hand-drawn doodles.
4. US OOH Revenue Hits All-Time Q1 High
The US OOH industry notched its 16th consecutive quarter of gains and set a new Q1 record, according to new data from the OAAA. Digital OOH led the charge with 9% year-over-year growth and now accounts for over a third of all spend. Top brands like M&Ms, Apple, and Verizon fueled momentum, while legal, telecom, and financial sectors saw standout increases. With more than 60% of top advertisers upping investment—and many doubling down—OOH’s creative impact and measurable performance are proving hard to ignore.
5. Why Travel Brands Are Doubling Down on OOH
With global travel spend expected to hit $2.1T this year, marketers are leaning into OOH to reach travelers wherever they are—physically and mentally. In this Open Mic piece, Broadsign’s Joy Hines unpacks how automation, programmatic tools, and real-time data are transforming OOH from a brand-building medium into a full-funnel performance driver for the travel and tourism industry.
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