OOH News You Oughta Know Today
A roundup of the latest industry headlines that should be on your radar.
1. US OOH Revenue Rose 3% in Q2
OOH advertising revenue grew 3% in Q2 to $2.86B, with DOOH accounting for 36% of quarterly sales, according to the OAAA. The Transit category generated the greatest growth, increasing by 8.9%.
2. Adams Outdoor Reveals Secret Behind Rubber Duck Campaign
Adams Outdoor Advertising pulled off a months-long mystery campaign that left drivers across 18 markets guessing about giant rubber duck billboards. The no-logo, no-slogan takeover sparked buzz online and in person before Adams revealed the ducks were part of a nationwide “tease and reveal” campaign. The point: to prove the power of OOH itself.
3. Intersection Launches IRLX
Intersection has launched IRLX, a new division focused on experiential marketing. The unit will use pop-ups, street activations, and large-scale events to connect brands with urban audiences, extending Intersection’s OOH reach into live, in-person engagement.
4. Ace Hardware Launches Retail Media Network
Ace Hardware has launched RedVest Media, its new retail media network offering search, display, in-store signage, email, push, and programmatic ads. Unlike early entrants, Ace sees a late-mover advantage: the market is already established, advertisers are familiar with RMNs, and Ace can scale quickly without “homegrowing anything.”
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