OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. After 5-Year Boom, OOH’s Momentum Shows Signs of Slowing
OOH spend in major global ad markets has finally surpassed pre-pandemic levels, but growth appears to be plateauing. WARC Media has downgraded 2025 global OOH growth to 3.7%, with JCDecaux warning of revenue declines and US growth slowing to just 0.9% after last year’s 5% gain.
2. Large-Format DOOH Captures 5x More Attention Than Digital Ads
UK research from Ocean Outdoor and Lumen finds premium large-format DOOHH screens hold attention over five times longer than online display ads and significantly outperform social media, online video, and other formats. The study links this sustained attention to stronger brand recall, higher profitability, and boosted brand desirability.
3. Cannabis Billboard Near Philly School to be Removed
A cannabis ad for a New Jersey dispensary, placed in clear view of Mast Charter Community School in Philadelphia, drew criticism from parents and city officials over its proximity to students. Billboard owner Keystone Outdoor Advertising acknowledged the placement was an oversight and says the sign will be removed quickly.
4. pDOOH Adoption Surges in China
More than 30% of Chinese advertisers plan to use pDOOH in the next year, with 42% earmarking dedicated budgets (up from 33% two years ago). The channel has climbed to fourth in planned media investment, driven by growing integration into omni-channel campaigns, despite ongoing challenges around data, inventory, and education.
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