Our Insights

Measurement Is Reshaping Out-of-Home (OOH) Advertising

Out-of-home audience measurement has always been a challenge for the media industry. Although digital out-of-home (DOOH) advertising has benefitted from more advanced measurement capabilities in recent years, for the broader out-of-home space, measurement has remained largely stagnant.

Now, measurement across the rest of the out-of-home channels is finally taking center stage. The Out of Home Advertising Association of America (OAAA) is partnering with Ipsos to create “a next-generation measurement platform”. The pilot is attempting to meet the demand for a performance measure that’s comparable alongside all other channels. It’s launching in the second half of 2026 with hope of a full adoption in 2028. For brands investing in OOH advertising, this shift toward a standardized measurement could redefine how performance is evaluated across the entire media mix. Improved analytics will help confirm the benefit of OOH in a brand’s media mix.

We’ve previously written about how out-of-home advertising is adapting beyond traditional formats. With the latest measurement advancements, OOH will continue to change and adapt at an accelerated pace. OOH is no longer purely an awareness play. In today’s fragmented media landscape, it also influences consideration and action as part of a broader cross-channel strategy. At LMP, we always circle back to the data, so we’re optimistic that these improvements in measurement will make OOH’s contribution more visible within the media mix.  

Growth Continues Across OOH and DOOH Advertising

OOH spend has more than doubled since 2021 and is expected to exceed $10 billion in spend in 2026. Digital out-of-home advertising contributes to this but the bulk of the spend is still focused on traditional media, including static billboards.

We watched linear television viewing fall behind Connected TV (CTV) viewing in 2024 and figured it would only be a matter of time before we’d see DOOH advertising surpass traditional formats. That hasn’t proven to be the case just yet. DOOH is quickly gaining ground, but it’s only expected to account for around 45% of the total OOH spend by 2028.

Still, digital out-of-home advertising is where the most meaningful growth is happening, driven by new formats, smarter placements, and increased demand for measurable media channels. As brands rethink their channel mix, our approach to traditional media planning and buying ensures brands maximize the impact of OOH alongside emerging digital channels.

Digital Signage Advertising Is Changing Consumer Influence

Once limited to the television in your living room, screens are now everywhere. As such, media placements have broadened in scope. For OOH, the screens moving the needle on ad growth are rooted in digital signage advertising, particularly in-store retail media. These are screens placed precisely where you can be directly influenced, like GSTV (gas station advertising screens at the pumps) and Grocery TV (at self-check outs or pharmacies).

These environments are redefining how out-of-home advertising connects with consumers. At the point of decision there’s typically an average wait time of 5-10 minutes to influence a person. For someone at a gas pump, that’s enough time to nudge them to go inside the convenience store to buy a specific energy drink or consider purchasing a new product.

With around 75% of purchase decisions being made in-store, these screens could give your brand an added lift to a multigenerational audience poised to purchase.

Event-Driven OOH Advertising and Omnichannel Strategy

For the sports enthusiasts, 2026 brings the FIFA World Cup to multiple locations throughout the states and abroad. For the U.S., there are 11 host cities and here at LMP, we have our eye on Atlanta, Georgia. We have the honor of working with a client whose geography puts them in a position to benefit from increased tourism in Georgia’s capital city. Brands that understand the interest level and attention that the World Cup captures can strategically position themselves to reach a new audience. This is a brand’s time to shine from anticipation to reflection.

Moments like this highlight how OOH advertising works best when integrated into a broader omnichannel strategy. On the field, fans will be looking for a player’s cross and assist during games. Off the field, OOH similarly acts as a team player, helping give an added boost to other media channels.

With countless opportunities for attracting fans in this atmosphere, our omnichannel presence will include programmatic DOOH for place-based ad inventory to reach fans where they eat, visit, and are entertained. This is where digital out-of-home advertising becomes a critical connector across channels. It allows for a contextually relevant campaign affording higher engagement with brands and increased foot traffic.

The Future of Out-of-Home Advertising

With improved measurement, smarter screen deployments, and tighter integrations with digital ecosystems, out-of-home advertising is evolving into the strategic glue within the broader media mix.

As measurement improves and DOOH continues to scale, brands will gain clearer insights into performance and return on investment (ROI) than ever before.

At Lewis Media, our focus is to ensure clients harness OOH’s full potential and capitalize on its capabilities throughout this transformation.

Ready to Make Out-of-Home Advertising Work Harder for Your Brand?

At Lewis Media, we help brands navigate the evolving landscape of out-of-home advertising, from digital strategies to advanced measurement and omnichannel integration.

Whether you’re looking to better understand out-of-home advertising measurement, test DOOH advertising, or explore digital signage advertising, our team is committed to guide you every step of the way. Contact our team at Lewis Media to start building your next campaign today.