DOOH Advertising

OOH advertising critical driver of connected commerce

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April 10, 2026

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Out-of-Home advertising has evolved from a top-of-funnel awareness channel into a critical driver of connected commerce, according to research from the Out-of-Home Advertising Association of America and Winterberry Group.

The report, "The Power of Proximity: OOH Media and its Evolving Role in Connected Commerce," revealed 98% of marketers view OOH as a core or supporting component of their connected commerce strategies, with 86% planning to increase OOH investment over the next two years, according to a press release.

Midnight Oil, an Imagine Group Company, a provider of OOH and visual communications solutions, co-sponsored the research.

The research highlights OOH's growing influence across the customer journey:

86% of marketers said connected commerce is an enterprise-level priority.
Marketers cite cost-effective reach (52%), retail traffic lift (51%), and consistent cross-channel messaging (51%) as OOH's top benefits.
Proximity-based OOH is increasingly used to influence consumers at, near, and on the path to purchase.

"This research confirms what we've seen firsthand — OOH is no longer just about visibility, it's about impact," Bill Rosenthal, president of Midnight Oil, said in the release. "Brands want to reach consumers in moments that matter, close to where decisions are made. When Out-of-Home is executed with the right mix of creative, proximity, and scale, it becomes a powerful connector between digital strategy and real-world results."

The report concludes continued innovation in measurement, programmatic access and addressable OOH formats will further accelerate adoption.

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