A new report from the Out of Home Advertising Association of America (OAAA) and Winterberry Group positions out-of-home (OOH)—particularly digital OOH (DOOH)—media as a central component of connected commerce strategies, with marketers increasingly using the channel to support measurable business outcomes.

Titled The Power of Proximity: OOH Media and Its Evolving Role in Connected Commerce, the March 2026 study finds 98 per cent of marketers surveyed consider OOH foundational to connected commerce—defined as the integration of media, data, and technology to influence consumers across channels and touchpoints. Of them, 54 per cent of respondents viewed it as a core component and 44 per cent as a supporting component of their efforts.

Expanding role

The report, which surveyed 106 marketers and agency executives, outlines a shift in how OOH is planned and evaluated. Once used primarily for awareness, the medium is now being applied across the customer journey, including driving store visits, app downloads, and purchases. Respondents cited cost-effective reach (52 per cent), retail traffic lift (51 per cent), and consistent cross-touchpoint messaging (51 per cent) as principal benefits of DOOH.

According to the findings, OOH is increasingly integrated with mobile, retail media, and digital channels, allowing campaigns to connect physical environments with online activity.

Proximity: A key driver

The study points to continued growth in programmatic digital out-of-home (DOOH), enabling more flexible buying and the use of dynamic creative. These capabilities, combined with improved attribution tools, are contributing to increased investment in the channel over the next two years. According to the respondents, 37 per cent say spending for DOOH (within connected commerce efforts) will increase by more than 15 per cent; 49 per cent say spending will increase somewhat )2-15 per cent); 10 per cent say spending will change little or remain the same; 3 per cent say spending will decrease somewhat (-2 to -5 per cent); 1 per cent say spending will decrease significantly.

Researchers also highlight DOOH’s role in reaching consumers in real-world settings, with the following formats best supporting connected commerce: digital billboards  (65 per cent), point-of-purchase screens and interactive displays (63 per cent), and digital in-store/promotional screens in retail (57 per cent). Other important formats include “near-store” signage, street furniture, traditional billboards, and transit displays.

The report concludes that OOH is being repositioned within media plans as a channel that supports both brand and performance goals, as advertisers look to connect exposure more directly to consumer action.

Read the report here: https://oaaa.org/news/98-of-marketers-say-out-of-home-is-foundational-to-connected-commerce-strategies/