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The Drum stuck up with Olivia Oshry, SVP on the OAAA, at Possible in Miami to speak billboards, information and why the oldest advert layout on the planet is refusing to develop previous gracefully.
Let’s face it: few media channels can boast a 2025 glow-up rather like out-of-home. The layout that when intended little greater than billboards and bus stops has quietly – and not so quietly – developed into some of the dynamic, data-driven portions of the media combine. And, in keeping with Olivia Oshry of the Out of Home Advertising Association of America (OAAA), the numbers again it up.
“We just hit $9bn in revenue for the first time ever,” she tells The Drum. “We’re one of the oldest advertising mediums and we’re still growing.”
That expansion, Oshry argues, isn’t simply right down to addiction or nostalgia – it’s pushed through efficiency. At Possible in Miami, the OAAA dropped its newest analysis in partnership with The Harris Poll, appearing simply how action-oriented the channel in reality is. “86% of adults take action after seeing a sit-down restaurant out-of-home ad. One in three people apply after seeing a job recruitment ad. It’s amazing, right?”
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Retail media’s cousin
Out-of-home’s resurgence isn’t going down in isolation. As Oshry issues out, it’s more and more aligned with retail media – any other of the business’s favourite new toys. “I don’t want to say retail media and out-of-home are the same, but they are deeply connected,” she says. “What happens inside the store and what happens outside the store – connecting those pieces is where brands are seeing real success.”
She references CVS, a store happy with its in-store monitors – the type of virtual web site that feels extra Times Square than toothpaste aisle. It’s a reminder that the definition of out-of-home has expanded a long way past 48-sheets. “It’s almost reductive to say ‘out-of-home is everything,’ but in a way it is. Billboards, transit, airports, street furniture, stadium signage – even The Sphere. It’s anything outside the home.”
Digital transformation, billboard-style
Of path, the virtual layer is what’s in reality powering the growth. “Digital now makes up a third of out-of-home,” says Oshry, including that programmatic particularly jumped from 15% of spend in 2023 to 24% this 12 months. “That’s a huge leap. If I were a betting woman, I’d say that number’s only going up.
And as other channels face rising concerns around fraud, privacy and content moderation, out-of-home is coming off squeaky clean. “Those issues don’t plague our industry in the same way,” she says. “If you’re a brand trying to reallocate spend, you start looking at channels where you know your message will land – literally.”
Not simply emblem consciousness – efficiency too
Traditionally, out-of-home’s pitch to entrepreneurs has been about scale and visibility. But as Oshry issues out, its efficiency credentials at the moment are simply as sturdy. “We know the medium drives engagement. We know it drives awareness – that’s almost a given. But we also know it drives action.”
The OAAA’s new file seems to be at classes from activity recruitment and actual property to non-public care and CPG. “For personal care products, 83% of people took action after seeing an out-of-home ad,” she says. “That’s huge. If I were promoting a product, I’d want to be in this space.”
Big tech meets large posters
Another stat she’s prepared to focus on: out-of-home outpaced each different conventional media channel in 2024, together with radio, magazines, cable TV and newspapers.
“Apple was our biggest spender last year. But 65% of our industry is still driven by local, so whether you’re one of the biggest brands in the world or a local business, out-of-home works – particularly with all this tech and innovation layered on top.”
