Outdoor advertising is undergoing a dramatic transformation, no longer limited to static billboards and posters. With the rise of digital technology, interactive displays, and data-driven strategies, outdoor advertising is becoming an essential part of modern marketing, drawing increased investment from companies eager to harness its vast potential

Once a medium primarily used for brand awareness and local promotion, outdoor advertising has evolved into a dynamic and targeted channel that engages audiences in real-time.

A study by Valuates Reports indicates that the outdoor advertising market was valued at $23.9 Billion in 2022 and is estimated to reach $38.9 Billion by 2032. According to the report, the continuous digital revolution, which is transforming static, conventional displays into dynamic, tech-infused platforms, is a major trigger.

Research and Markets in another report noted the meteoric rise of digital OOH which it approximates will reach $41.3 Billion by 2030.

Businesses and brands are increasingly turning to outdoor advertising to cut through the digital noise and capture the attention of consumers in the real world.

This week, Clear Channel Outdoor's Airports Division, the Americas-based airports business of Clear Channel Outdoor Holdings, Inc. announced that through a five-year contract renewal with Signature Aviation (formerly Signature Flight Support), the world's largest network of private aviation terminals, it will continue to revolutionize advertising programs across more than 100 private aviation terminals in the U.S. CCO will expand its network of cutting-edge digital media assets, which will be available for leading brands to interact with highly influential air travelers in some of the country's most coveted regional markets.

Recently, World Rugby has Ocean Outdoor UK as their official Digital out of home (DOOH) media partner for Women’s Rugby World Cup 2025 which takes place in England next summer.

Under the agreement, Ocean will contribute to the success of Women’s Rugby World Cup 2025 by promoting the tournament across its Out of home (OOH) advertising portfolio in the UK, bringing the competition’s unstoppable energy to millions of people.

On the other hand, Tesco Mobile has been shining a spotlight on No EU roaming fees with a dynamic digital out of home campaign (DOOH), which displays a live countdown to flight departure times alongside straplines tailored to each destination.

At the same time, Perion, a technology player in connecting advertisers to consumers across all major digital channels, also recently unveiled Anyplace TV, expanding CTV ad solutions through programmatic DOOH.

Campaigns of the week

This week, we have followed and extensively covered creative campaigns spread across brands in different sectors.

BLK, the dating and social app for Black singles, is teaming up with Planet Aid, a nonprofit organization dedicated to sustainable clothing reuse, to launch #ItsGivingSZN, a playful yet meaningful campaign that transforms post-breakup blues into opportunities for giving back.

Fussy, a natural deodorant brand, has launched a limited-edition Santa-inspired scent called "Lost Claus," along with a bold and quirky campaign. The campaign, created by the independent agency 10 Days, features a film that offers a playful and X-rated explanation for why a young boy’s parents smell like Santa Claus.

To celebrate the season of gifting, Walmart is leaning into holiday nostalgia and reuniting customers’ favorite on-screen duos including Luke and Lorelai from Gilmore Girls – to illustrate what they’d gift their loved one to show they really get them.

And Adidas has launched an all-new collection of sport-style co-ords, adidas Essentials - crafted using soft to touch fabrics to embody the comfort felt when surrounded by family. To bring the concept of family to life, Lionel Messi and entrepreneur and philanthropist, Antonela Roccuzzo feature in their first ever adidas campaign together.

Agencies and accounts

Among the major news on agencies and accounts they have secured this week, Buy Now, Pay Later provider, Clearpay, has appointed Bountiful Cow as its media planning and buying agency. The appointment follows a three-way competitive pitch process managed directly by Clearpay and begins in January 2025.

Socially-led creative agency, We Are Social, has been appointed as eBay Australia’s social and influencer marketing agency of record, following a competitive pitch. The new partnership will see We Are Social working closely with the online marketplace to elevate the brand’s social presence across TikTok and Instagram, as well as in partnership with local creators.

Premium airline Cathay Pacific has chosen Clarion Communications as its retained consumer and B2B PR and influencer marketing agency following a competitive pitch process.

Australia’s independent agency, Bastion has won the creative account for Kellanova, taking over from Leo Burnett and VML to become the consolidated creative partner for the much-loved Kellogg’s Breakfast and Wholesome Snack brands across Australia.

Partnerships and acquistions

Nielsen, a global player in audience measurement, data, and analytics, and TikTok are teaming up to unlock a cross-media view of ad campaign performance inclusive of TikTok in the U.S.

The European Marketing Confederation (EMC) and the African Marketing Confederation (AMC) are joining forces to enhance the global marketing landscape through a strategic partnership focused on sharing best practices, advancing skills, and promoting education in marketing, sales, and service.

Perion Network Ltd., a technology player in connecting advertisers to consumers across all major digital channels, has announced the launch of its publisher-focused retail media offering, already adopted by a360media, a multi-platform media company that operates top brands such as Us Weekly, Life&Style, inTouch and many others.

Global digital agency DEPT has announced its new partnership with Shopify, a commerce platform, to unlock tomorrow’s commerce possibilities for today’s most pioneering companies.

Startups weekly update

Areas, a global player in Food & Beverage and travel retail, has launched 'Areas for Change Challenge' in collaboration with Plug and Play, to strengthen its commitment to sustainability. Areas is seeking for startups that develop innovative and sustainable solutions.

Vooma, the AI agent for logistics, has secured $13 million in Series A funding led by Craft Ventures. The new new funding will be invested towards growing the team across engineering, go-to-market and customer success to support mounting demand for products powered by Vooma Agents.

Other major news of the week

The Coca‑Cola Company has announced updated voluntary environmental goals with the aim of delivering on the company’s purpose to Refresh the World and Make a Difference. This evolution is informed by learnings gathered through decades of work in sustainability, periodic assessment of progress and identified challenges.

Integral Ad Science, IAS, a global media measurement and optimization platform, has announced plans to expand into China to enable global advertisers with invalid traffic (IVT), fraud, and brand safety and suitability measurement, aligned to international and local standards.

Bob Koigi is the editor-in-chief of Marketing Report.One.