Why OOH Is Stepping Into the Spotlight of Connected Commerce
If there is one point marketers aligning today, it’s that the customer journey has become more omnichannel than ever. According to new research from Winterberry Group and the OAAA, brands are no longer simply planning across channels—they are working to orchestrate every consumer interaction along the path to purchase. This emerging approach is known as connected commerce, and out-of-home (OOH) advertising is quickly becoming one of the key channels unifying these experiences.
What stands out most in the research is the remarkable alignment around OOH’s strategic importance:
Why OOH? It Meets Consumers Exactly Where They Are
OOH has always existed in the physical world—and this study highlights just how powerful that physical presence is when paired with today’s digitally driven plans. Rather than acting solely as an introduction, OOH reinforces brand messaging throughout the entire customer journey.
This level of budget confidence is rare—and typically reserved for channels already delivering, or poised to deliver, meaningful impact.
Where the Future Is Heading
One of the study’s most compelling insights is the growing importance of programmatic enablement in shaping OOH’s next phase. Marketers want the same advantages they’ve come to expect from digital: streamlined buying, dynamic creative optimization, and real-time flexibility. More than half say that deeper programmatic integration would significantly enhance their ability to unlock OOH’s full value. Many see programmatic as the bridge that will finally merge the physical and digital advertising landscapes into one cohesive ecosystem.
The report also points to three priority areas that will define OOH’s future:
- Advancing measurement standards
- Strengthening addressability
- Delivering seamless programmatic integration
Organizations that execute successfully across all three will gain a substantial competitive edge.
A Note From The Imagine Group
As part of The Imagine Group, Midnight Oil has spent more than 40 years helping brands create meaningful impact in the physical world—from billboards and retail environments to high-visibility “in-the-wild” activations. It’s no surprise that we’re enthusiastic about research confirming just how vital physical touch points have become in an increasingly digital landscape.
Want the Full Picture?
This overview only scratches the surface. The full report dives deeper into channel-specific insights, emerging technologies, and the partnerships marketers say will drive the next evolution of OOH.
Download the complete Winterberry Group x OAAA study to explore the full findings and strategic recommendations.
