Fueled by the convergence of digital technology, changing consumer behavior, and advancements in measurement, the OOH television and advertising space is emerging as one of the fastest-growing channels in the global advertising mix.

According to industry analysts, OOH advertising has rebounded strongly in the post-pandemic era, with digital out-of-home (DOOH) leading the resurgence. Advertisers are increasingly drawn to the format’s ability to deliver mass reach in high-traffic locations—such as transit hubs, urban centers, and highways—while leveraging the flexibility and targeting precision once exclusive to online platforms. Brands and agencies such as Loop Media, VIOOH, T-Mobile,
Lamar Advertising and Adams Outdoor Advertising invests heavily in the sector.

This, as reports indicate that the global market for Digital OOH is projected to reach $41.3 Billion by 2030.

However, industry-wide challenges - such as the shifting credibility of programmatic ad sales, the absence of a formal classification for OOH advertising, and the narrowing definition of Connected TV (CTV) to in-home use are slamming the brakes on the growth of the sector.

Campaigns of the week

Heineken 0.0 has been announced as an official partner of Apple Original Films’ F1 THE MOVIE, a collaboration brought to life with a new campaign directed by the movie’s director/producer himself, Joseph Kosinski, and which features the film’s stars, Brad Pitt and Damson Idris.

Soundtrack Technologies, the music streaming provider for business, has launched Music Gets Your Business Moving, a high–energy brand awareness campaign created in collaboration with creative growth agency Twigeo, to reposition music as a must-have business asset and customer experience engine.

Ogilvy and Hogarth Singapore have joined forces with 116 Pictures international production company and Juice visual effects powerhouse to roll out a bold global campaign for iconic snack brand Pringles.

Agencies and accounts

Admiral, one of the UK’s insurance providers, has appointed MRM UK to bring its distinctive brand proposition, 'always looking out for you,' to life through best-in-class CRM designs.

New layer one blockchain Somnia has engaged with Unbound as its global creative agency of record, following a three-way pitch process.

Tropicana Brands Group has appointed FIG as its new creative agency of record (AOR) following a competitive pitch. In this role, FIG will lead creative efforts across the TPG portfolio—including Tropicana, Naked, and Izze—with the goal of changing consumer behaviour and disrupting category norms.

Partnerships and acquistions

Havas is bolstering its North American customer experience operations through the acquisition of Enverta Digital, a team of CRM and digital transformation specialists headquartered in Toronto.

Integral Ad Science (IAS), a global media measurement and optimization platform, and Impact Plus, a sustaintech solution, have announced a new partnership that will allow advertisers to track and optimize the performance and sustainability of their digital media campaigns within one platform.

Nielsen and VIZIO’s Inscape are extending their strategic data relationship, building on the collaboration that began in 2022. According to Nielsen, the multi-year agreement reinforces the organizations shared commitment to delivering comprehensive insights into what audiences are watching across broadcast, cable, and streaming.

Startups weekly update

Tokyo-based sourcing startup monoya, is helping global brands connect with Japan's top manufacturers and artisans, as business costs climb in China.

With the explosion in AI, intent-driven LLM chats, advanced CDPs, and ad-targeting technologies, marketers are pouring budgets into data platforms, campaign targeting, and paid media.

IBM has unveiled watsonx AI Labs, a new developer-first innovation hub in New York City designed to supercharge AI builders and accelerate AI adoption at scale. watsonx AI Labs connects IBM's enterprise resources and expertise with the next generation of AI developers in order to build breakthrough AI applications for business.

Other major news of the week

IKEA, the European Forest Institute and Preferred by Nature, IKEA are starting a research project that will explore, test and scale improved forestry practices, strengthening climate resilience and minimising negative impacts on biodiversity.

At SXSW in London, Jeff Bowerman, Executive Creative Director (VP, Creative) at DEPT, shared insights into how the agency combines creative thinking with cutting-edge technology. DEPT has grown rapidly through mergers, acquisitions, and organic expansion, now operating across five continents with a team of 4,000 people representing over 85 nationalities.

Global sports company PUMA has unveiled the official match ball for the Premier League, set to grace pitches, parks and gardens across the world for players and fans alike ahead of the 2025/26 season.

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

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