The Power of Proximity: OOH Media and its Evolving Role in Connected Commerce

As brands move beyond siloed marketing toward connected commerce, they are orchestrating channels, timing, and messaging to influence consumers across the entire customer journey.

Out-of-home (OOH) media is emerging as a critical part of this strategy. Once seen primarily as a branding channel, OOH now plays a direct role in influencing consumer engagement at, near, and far from the point of purchase — bridging the physical and digital worlds.

This report explores how brands and agencies are integrating OOH into cross-channel commerce strategies, and how the industry is addressing key challenges around measurement, addressability, and real-world outcomes.

The research draws on surveys and interviews with marketers and agency executives engaged in omnichannel media buying.

Conducted by the Out-of-Home Advertising Association of America (OAAA) in partnership with Winterberry Group and supported by Moving Walls.