What’s next for out-of-home advertising? From the rise of user-generated content to the impact of sports, creativity, and measurement, Lucy Markowitz, SVP and GM, U.S. Marketplace at Vistar Media, shares what she sees on the horizon.
What do you predict for OOH creative in 2026?
AI will transition from a phase of experimentation to implementation. Brands and creative teams will go beyond testing, using new technology to assist with versioning, enhance personalization and deliver more predictive, data-driven outcomes.
We’ll see more shoppable content, with ads that quicken the timeline to check out taking center stage.
Video and 3D remain powerful formats, but we’ll see ads that go beyond simply using these capabilities — creating more immersive, on-screen experiences with richer, more captivating content.
User-generated content will play a larger role in brand campaigns, with brands relinquishing creative control and giving creators who align with their ethos and target audience more freedom to produce authentic, engaging content.
Which industries do you predict will adopt or expand their programmatic media mix to include OOH heading into 2026?
Sports alignment will be massive in 2026. Brands that are full sponsors or simply want to be associated with major events like the Olympics, World Cup or Super Bowl will increasingly turn to programmatic OOH to amplify their presence, leveraging its inherent flexibility to reach audiences in the U.S. and around the world.
Categories with a strong real-world presence — such as retail, QSR and grocery — are likely to expand their use of programmatic DOOH.
Entertainment companies, especially major streamers constantly rolling out new content, will leverage OOH strategies to promote their releases nationwide. They need a flexible approach that allows them to scale beyond major hubs like New York and LA to reach viewers eager to stay up-to-date.
In what ways can marketers leverage OOH to strengthen brand recognition and consumer favorability ahead (across all demographics) of critical shopping periods like the holiday season?
To stand out, you have to be bold. Use strong colors, clear messaging and a direct, actionable CTA. However, you don’t need super flashy or complicated designs to make an impact. By leveraging simple, well-chosen elements, you can pack a powerful punch that communicates brand value to consumers while still feeling creative and memorable.
How do you see OOH extending the lifeline of brand campaigns beyond digital media channels like CTV and streaming?
Video is increasingly prevalent in OOH, and small tweaks can help ensure the brand stays top of mind throughout the ad. Shorter formats, like 15–30 seconds, tend to resonate best unless the location allows for higher dwell time.
Brands should also develop new variations of their ad assets, ensuring each version feels fresh while maintaining a cohesive look and message across channels.
How will OOH and DOOH look different in the next 2-3 years? Will there be new platforms popping up?
We’re heading into a period of transformation for OOH and DOOH, driven by several key trends:
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- More quality OOH venues to adopt digital formats
- Increased investment in quality inventory
- Better measurement and ROI understanding:
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- New tools will help marketers assess both top-of-mind awareness and direct action, reinforcing the value of OOH
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- Emergence of new inventory and immersive experiences will create more engaging, memorable campaigns in public spaces
- Further proliferation of OOH across city transportation to help offset rising city infrastructure costs
- AI is poised to have a wide-ranging impact across all mediums, including DOOH
- More innovative and engaging creative designed to capture attention and resonate across different environments and audiences
- Better LED screens at lower costs
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