How digital out of home is turning visibility into measurable action and why marketers are paying closer attention.
Out of home (OOH) advertising has long been known for visibility. Increasingly, however, it is proving to drive real consumer action.
In this episode of the Leading Local Insights Podcast, Dave Rivera, VP of Channel Partnerships at Vistar Media, joins BIA’s Celine Matthiessen to discuss the rapid evolution of digital out of home (DOOH) and why more advertisers are prioritizing it in their media mix.
BIA’s latest U.S. Local Advertising Forecast shows OOH spending growing more than 3% annually, with 5% growth expected between 2025 and 2026, and DOOH representing about 42% of total OOH spending.
Rivera explains that OOH often acts as a conversation starter for brands, prompting consumers to search and engage after encountering a message in the real world. In many campaigns, DOOH exposure drives measurable results, including search lifts of up to 80%, while strengthening engagement across social, display, and CTV. Because it reaches people naturally as they go about their day—rather than interrupting them online—OOH today is not just seen, it’s acted on.
