Why DOOH will drive innovations in 2026

I’ve been known to say that digital out of home media (DOOH) is the launchpad of innovation, which often makes the more cynical people in media and advertising look at me sideways.  How can “out of home” (OOH) – one of the oldest mediums around – be considered innovative?  Yet, as those who have been following this space closely over the past five to 10 years can attest, this concept isn’t as counterintuitive as one may think.  I’d argue that some of the most impactful innovations in all of advertising have been either launched or taken to the next level by DOOH – and that 2026 is the year that things will be taken past the stratosphere.

Ever since Mark Bezos spoke at our DPAA dinner a few years ago, after coming back from space, I’ve felt the need to lean into the shuttle analogies.  I even introduced our 2024 Global Summit with an AI-generated video of me in space (my board wouldn’t sign off on the insurance needed to let me actually speak from the moon).  But, kidding aside – I’m no astronaut – I do speak from experience as an executive who has worked with every medium – from cable to digital, U.S. and global – as it has faced disruption from new technologies, if not new galaxies.  Yet I have never seen another example like OOH, which has been around since our ancestors were advertising with drawings on caves, that has so fundamentally transformed – staying modern while also maintaining the key elements that make it so effective.

Un-skippable and social too!

Yes, during a time in which generations have been raised by smart phones and social media, a medium probably best known for roadside billboards is still one of the best at driving both brand awareness and business outcomes, and is maybe the only “traditional” medium not to be compromised, but rather be enhanced, by streaming and social. Some of the reasons why we are baked in to OOH – the ads aren’t skippable commercials; real life advertising that you can see and touch provide excellent brand safety and trust; larger-than life canvases provide unmatched opportunities for brands to present beautiful creative that consumers love to capture and share with their friends; and being present in each community enables authentic connections to local consumers and businesses.

Where the digitization that our members have spearheaded and embraced come in, is where some of the biggest innovations reside.  From impression-based selling and programmatic, to interactive ads that change when prompted by a consumer, to the ubiquity of digital video, and of course all of the acronyms that everyone loves to talk about (yet optimized for DOOH and utilized in ways that generate trust, respect, affinity, results): 3D, AI, AR, QR codes, even convergence with other media like CTV.

When ‘old school’ gets cool!

In 2026, we will see those same generations – from Alphas to Gen Z to younger Millennials – continuing some key trends we have witnessed recently: embracing physical (just look at your teenager’s vinyl or book collections), seeking connections to other human beings (especially post-lockdowns and in reaction to the rise of generative AI), and spending their money IRL (whether it’s Taylor Swift’s record-breaking eras tour, or simply shopping more at bricks-and-mortar retail locations).  And while some of these may seem like “old school” activities, these younger consumers have grown up with the expectation of innovation, from marketing to daily experiences like shopping and dining out.

So, in 2026, look for DOOH to continue to spearhead innovation through:

• The further convergence of DOOH and CTV, a trend discussed at our Global Summit by a panel of industry experts from Ad Age, Dentsu, DIRECTV, Madhive and Screenverse;
• Increased attention at in-store and near-store retail media (vs. what we have primarily seen during the retail media boom, i.e., a focus on e-commerce), which is notable considering nearly 84% of U.S. retail sales take place in physical stores, according to eMarketer;
• AI moving beyond the “wow” factor around ad creative, to the “ROI” era where companies making investments and changes based on AI trends have to prove the value driven, including new monetization opportunities, impact on efficiencies, and optimization of buying DOOH as part of the omnichannel media mix
• The vital role DOOH will play in experiential marketing, particularly around sports, which beyond big events like the Super Bowl, Olympics and World Cup, provide moments throughout each year to connect brands with passionate fans.

No end to possibilities!

To go back to the launchpad concept for a moment, we are only at T-minus 10 seconds when it comes to the amount of innovation still to come.

We have seen HYPERVSN bring holograms to Times Square; 3Rock is enabling 3D on any screen; Red Bull has used drones to bring its Tetris World Final to the skies of Dubai; Tesla CyberCabs are showing us the possibilities of ad opportunities in autonomous vehicles; AI shopping assistants are providing opportunities, from mobile to malls, to help consumers get brand recommendations; OUTFRONT and Google DeepMind are marrying AI and artists to connect with New Yorkers; The Sphere, which has already transformed the Las Vegas skyline with its remarkable (and brandable) presence, will be doing so globally, including in the MENA region.

The sky is the limit. I’m excited to be part of those leading this industry to new frontiers!