OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. OOH Adds Impact to 2025 Media Plan of the Year Winners
AdWeek’s 2025 Media Plan of the Year Awards recognized standout campaigns that paired creative ideas with smart, multi-channel media strategies. Among the winners, several brands incorporated OOH in notable ways: Nike used digital screens in 11 countries during the Olympics, Jameson turned the Las Vegas Sphere into a countdown clock, HBO wrapped the Empire State Building for House of the Dragon, University of Oregon floated a 65-foot duck in Indianapolis, Dove extended its AI campaign with OOH touchpoints, and Atlassian activated in transit hubs and in-flight media.
2. Croatian DOOH Campaign Spots Bad Posture in Real Time
A hospital network in Croatia used interactive digital billboards at bus stops to scan passers-by for posture issues, prompting instant corrections and booking physiotherapy appointments via QR code. The campaign drew 100,000 participants and drove a 46% increase in spinal check-ups.
3. COMMB Names New Chair, Adds Board Members
COMMB, the national organization for OOH measurement and standards in Canada, has appointed Bob Leroux (PATTISON Outdoor) as Board Chair and Debbie Benadiba (Talon OOH Canada) as Deputy Chair in a newly restructured 21-member board. Five new members have joined, while three seats remain open: one for a Quebec-based agency with French market expertise, one for a mid-sized independent agency, and one for a tech-stack/platform representative.
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