On today's podcast episode, we discuss why Amazon is pulling back from "Just Walk Out" technology, how the Atlantic magazine turned things around, what will ignite TV shopping, whether LinkedIn testing TikTok-like videos is a good move, what science says about how to be happy, and more. Tune into the discussion with vice president of content Suzy Davidkhanian, analyst Evelyn Mitchell-Wolf, and vice president of Briefings Stephanie Taglianetti.

A strong out-of-home (OOH) ad leverages creative thinking, puts content where people will see it, and has the potential to be shared online. From cleverly branded buses to bizarre alien billboards, here are five recent OOH campaigns that caught our eye and why we think campaigns like this will help drive a projected 6.5% YoY growth in US OOH ad spend this year, reaching $9.51 billion.

Billboards remain the dominant format. OAAA reported that 72.5% of US OOH ad spend in 2023 went to billboards. Transit ranked second, but it has grown quickly in the past few quarters. It increased by 18.8% YoY in Q1 2024, as ridership finally recovered from pandemic slumps. OOH remains mostly a brand advertising format.

In addition to offering a space for consumers to test, try on, and experience products, physical stores also act as a billboard to keep the brand top of mind for passersby. Use this chart:. Benchmark store traffic against industry trends. Advocate for investment in physical retail and dining space. Make a case for elevated in-store experiences, such as demos or events. More like this:.

Why OOH campaigns should think beyond the billboard. Extending OOH campaign reach through social media traffic. DOOH ads drive action from 76% of people who view them. Out-of-Home Forecast and Trends 2024 (EMARKETER subscription required).

Billboards remain the dominant format. OAAA reported that 72.5% of US OOH ad spend in 2023 went to billboards. Transit ranked second, but it has grown quickly in the past few quarters. It increased by 18.8% YoY in Q1 2024, as ridership finally recovered from pandemic slumps. OOH remains mostly a brand advertising format.

For example, billboards in high-traffic areas are typically more expensive than billboards in low-traffic areas. All currencies are measurement, but not all measurement is currency. And currency is just a starting point. Additional measurement solutions can be layered on based on the needs of each individual advertiser—and the capabilities of each measurement provider.

OOH includes both traditional and digital out-of-home advertising; includes alternative, billboards, cinema, street furniture, and transit.

Raising the stakes: Fubo has put up fierce resistance to the proposed streaming venture, filing an antitrust lawsuit in February in an attempt to prevent it, while later taking out billboards in Washington, DC, to swing public opinion.

By blending regional nuances, timely messaging, and a deep understanding of its brand-specific audiences, PepsiCo’s approach to digital out-of-home (DOOH) goes beyond arbitrary billboards. Its DOOH strategies enable the company to connect with consumers in meaningful ways, without compromising on the high-impact creative that public spaces demand.

Following two tough years, US OOH ad spending will near its pre-pandemic levels in 2022, as advertisers embrace traditional outdoor placements, particularly billboards.

Billboards are usually up there and I don't like heights. Sara Lebow:. You don't have to climb up. Blake Droesch:. If I could roll down... Sara Lebow:. It's not like a highway billboard, you're not scaling... Blake Droesch:. If I could roll down the window on my car and just smell it, why wouldn't I? If I had to scale the facade of the billboard.... Suzy Davidkhanian:.

Highway billboards are great, but drivers won’t be able to snap a picture that will end up on TikTok. If the goal of OOH is earned media on social, brands must ensure people can capture the campaigns. Be intentional about OOH creative, he added. The perfect TikTok, connected TV, or magazine campaign won’t necessarily work when repurposed as a billboard.

Existing ad formats for non-mobile games, like in-game experiences and billboards, require resources brands may not have, said Dave Madden, founder and president of PlayerWon. Brands like Amazon Prime, Experian, and Disney are purchasing the new pre-roll ads. The new formats also allow brands to use existing CTV creative in video games, creating efficiencies.

The largest share of US programmatic out-of-home (OOH) ad spend went to billboards (41%) in H1 of this year, followed by screens and TVs (24%) and display panels (14%), according to Place Exchange.

Beyond static billboards: Though traditional outdoor signs still account for the majority of spending on out-of-home ads, digital formats are making gains.

On today's episode, we discuss what to make of Twitter changing its name to X, whether Walmart is crushing Amazon in the grocery wars, what a billboard in your living room would look like, what Gen Z has done to the purchase funnel, why Airbnb doesn't have a loyalty program, what the most popular museums around the world are, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Carina Perkins.

Though out-of-home (OOH) spending plummeted during the pandemic as people rarely ventured out-of-home, the stalwart billboard ad saw its share of budgets leap.

Nearly $2 billion in US out-of-home (OOH) ad spend went to billboards in Q2, accounting for about three-fourths of OOH. That said, billboards’ share decreased by 9 percentage points with that money going to transit as commuters return to buses and trains.

Games in general, I dunno, but Roblox specifically, the ad format is a little confusing to me from what I understand, they're playing video ads on a billboard. So to me it's akin to walking around on the street and if a billboard outside started playing an ad, would you just stop whatever you were doing to watch it? It's like, I don't think so.

The advanced nature of DOOH serves UK advertisers well, but the programmatic aspect was built with technology intended to drive performance metrics—and you can’t click on a billboard. This is beginning to change, with cross-channel integration a major consideration that’s helping this segment’s growth (see next section).

Billboards’ share keeps fluctuating. Before the pandemic, billboards accounted for fewer than two-thirds of OOH revenues, per OAAA. In 2020 and 2021, billboards took in more than three-fourths of OOH revenues. Billboards regressed some in 2022, down to a 72.7% share, which brought them closer to pre-pandemic levels. But that regression was short-lived when billboards’ share shot up in Q1 2023.

So the very first Billboard Chart was released on July 19th in 1913, featured 10 songs, which had been, I guess the hottest sellers of the week. For those of you who want to know the top-selling recording of that week was Melinda's Wedding Day by Byron Harlan and Arthur Collins.

Nike gave her a billboard. I actually don't really know how her compensation works for that with name, image, likeness rules, something I'll look into, but yeah, pretty cool that she got a billboard. Okay, now it's time for our next segment. Retail Me This, Retail Me That where we discuss an interesting retail topic and today's topic is Walmart. Walmart posted earnings a few weeks ago.