OOH’s Rising Influence, AI Disruption, and the Battle for Consumer Attention

OUTFRONT — “The New Currency: Why Out of Home Earns Attention and How Consumers Spend It,”

The advertising landscape is shifting as consumers tune out digital clutter, AI reshapes media, and OOH proves its lasting impact. Brands are navigating ad fraud, evolving media consumption habits, and the growing demand for authenticity. While digital platforms face challenges like ad fatigue and trust issues, out-of-home advertising continues to deliver measurable results, high engagement, and brand prestige.

OUTFRONT released “The New Currency: Why Out of Home Earns Attention and How Consumers Spend It,” covering trends for consumers, media, and OOH. This report provides valuable information for brands and advertisers wanting to make an impact.

Consumers: The Evolving Attention Economy

OUTFRONT predicted economic optimism under the Trump administration, with record stock market highs. Real growth is projected at 2%, and inflation is expected to slow to 2.3%.

Key consumer trends:

• Consumers expect brands to address extreme weather.
• More are choosing store brands to save money.
• AI is trusted only for low-stakes, high-effort tasks.
• Office returns are driving transit ridership up—NYC’s MTA had its busiest subway day in 5 years on Dec. 12.

Inflation has risen 17% in two years. While optimism is growing, high costs are cutting dining budgets, but consumers are spending on well-being (nutrition, fitness, sleep, mental health) and experiences like concerts.

Brand loyalty is declining due to high prices, bad experiences, and lower quality—56% of consumers can’t name a brand they feel connected to. To build loyalty, brands should:

• Offer deals
• Send personalized emails
• Support causes customers believe in
• Show up in unexpected places

Consumers prefer in-store shopping, especially Gen Z. While AI helps with search, many distrust it—40% fear it could end humanity.

Media Trends: Shifting Screens and AI Disruption

Media buyers are prioritizing efficiency, reach, and brand safety, with agencies focusing on cost efficiency and innovation, while marketers emphasize context, audience targeting, and programmatic availability.

Consumers feel overwhelmed by digital noise. Sixty percent of Americans believe technology is distancing society from reality, and want fewer digital ads. Meanwhile, ad fraud wastes $108 billion annually, with 1 in 5 web, mobile, and CTV impressions being fraudulent.

Brand safety is critical—consumers avoid brands linked to misinformation, MFA content, or deepfakes. Social media now surpasses TV, smartphones are the primary screen, and while paid streaming slows, free ad-supported TV (FAST) grows. Sports streaming surged 31% to 54% in two years.

AI is reshaping search, with 6 in 10 searches ending without a click. Two-thirds believe AI will replace search within three years, forcing brands to rethink their funnel. AI in advertising is divisive—70% of marketers favor it, yet nearly 90% cite brand safety risks.

E-commerce product discovery is shifting to social media, led by authentic creators. Context influences over 50% of decisions, and emotional ads are 3.5x more effective. Brands must prioritize attention, authenticity, and contextual relevance to succeed.

OOH Trends: The Power of Public Space

Out-of-home (OOH) advertising commands 12 seconds of total attention, second only to 30-second TV ads at 13.8 seconds. OOH is also 5.9 times more memorable than digital ads, with attention to billboards—especially digital ones—rising 7 points since 2022. Consumers rank DOOH as their favorite ad medium and the most likely to drive action.
Nearly half of consumers say DOOH influences their actions more than TV, social, online, audio, or print. It plays a critical role in the last mile of a buyer’s journey, influencing purchasing decisions near physical stores.
Programmatic DOOH (PDOOH) offers quality media, reach, and streamlined buying. A quarter of 2024’s DOOH spend was programmatic, projected to reach one-third by 2026. Media quality matters—partnering with premium media owners ensures effective campaigns. Omnichannel DSPs are improving UI, and attribution models track real-world impact.

Dynamic creative boosts DOOH effectiveness, increasing ad awareness by 17% and sales by 7%. 3DOOH and spatial OOH amplify social sharing, with 40% of adults sharing OOH ads online. Influencer endorsements enhance engagement, with 80% saying they benefit brands.

With OOH’s carbon efficiency outperforming digital media, Magna Global projects OOH to grow by 5+ points, outpacing other media. OOH continues to rise as others stagnate or decline.

What do you think of OUTFRONT’s trends? Let us know in the comments below!