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

New research from OAAA and Winterberry Group, supported by Perion, Moving Walls, and Midnight Oil, examines the growing role of out of home in connected commerce. The study finds that 98% of marketers incorporate OOH into purchase-driven initiatives, with investment expected to rise over the next two years as brands increasingly rely on the medium to drive discovery, engagement, and purchase across the customer journey.

Registration Now Open for OOH’s Biggest Event

The 2026 OOH Media Conference, taking place May 11–13 in Dallas, Texas, brings together the brightest minds in marketing, media, and creativity to explore the future of out of home.

Taking the stage at this year’s event, themed “The Human Medium,” are founder and serial entrepreneur Emma Grede, FIFA World Cup 26 Dallas CMO Noelle LeVeaux, legal powerhouse John Morgan, Dallas Cowboys brand leader Meredith Counce, and marketing visionary Rishad Tobaccowala. Attendees will also enjoy a special live performance from the iconic Dallas Cowboys Cheerleaders.

Call for Entries Open for the 2026 OBIE Awards

OOH’s most storied creative honor enters a bold new era.

Debuting as a standalone celebration, this year’s ceremony will take place on October 15, 2026 at The Museum of Modern Art in New York City, bringing together the industry’s top brands, agencies, media owners, and creative leaders in the global capital of advertising and culture.

Entries are now open through June 12, 2026. Early Bird submissions due April 3, 2026.

OAAA Opens Nominations for Inaugural 2026 Honors Circle

Nominations are now open for the inaugural 2026 OAAA Honors Circle, recognizing the individuals and breakthrough innovations driving revenue growth, operational excellence, digital advancement, and creative impact across the out of home industry.

Out of Home: The Human Medium

Introducing a refreshed industry positioning, manifesto, and an updated Value of OOH Guide, that define OOH as the human medium—a shared, unmissable experience embedded in everyday life.

Together, they clarify why OOH is a core media buy today: powerfully amplifying other channels, leveraging modern data and technology, and delivering measurable impact across the full funnel.

Updated OpenOOH Taxonomy Now Available

OAAA has released an updated OpenOOH taxonomy designed to advance transparency, standardization, and scalable DOOH buying.

The new venue classifications reduce friction, improve inventory clarity, and align OOH more closely with omnichannel planning, buying, and measurement, making the medium easier to transact and evaluate at scale.