Discover how out-of-home advertising is reshaping the future of connected commerce—supporting the orchestration of consumer journeys that aim to seamlessly connect the online and physical worlds.

This comprehensive research report, developed in collaboration with the Out of Home Advertising Association of America (OAAA), explores the rise of OOH as an increasingly central part the connected commerce ecosystem—reflecting a broader shift in how brands deploy media to drive performance.

Drawing from an in-depth survey of marketing leaders, the report’s key findings include:

• OOH is embedded in commerce strategies: Virtually all respondents report incorporating OOH into their commerce initiatives, reflecting broad adoption across brands, retailers and agencies
• OOH drives outcomes across the customer journey: Marketers cite cost-effective reach (52%), driving retail traffic (51%) and reinforcing consistent brand messaging (51%) as primary roles OOH plays in commerce programs
• Digital formats lead activation, while proximity drives performance: Digital billboards (65%), digital in-store screens (63%) and digital promotional displays (57%) are the most commonly deployed formats. Many brands enter through programmatic DOOH before expanding into static and transit placements.