News & analysis
Campaigns, industry news and practical advice for billboard advertisers.
A Phoebe Bridgers street activation used UV-reactive paint to create a nighttime reveal, showing how material choice can make an outdoor idea change character after dark.
Creative & Technology3 min read
New York City
Spotify used New York City subway media around Chappell Roan to turn a transit journey into a fan-facing experience designed for both commuter visibility and social sharing.
Campaign Analysis3 min read
London
Three Mobile’s “Let Fun In” campaign used an Oxford Circus tunnel takeover, bus media and wider OOH to give a new brand platform repeated physical presence across central London.
Campaign Analysis3 min read
Liberty Mutual extended its “Liberty Biberty” character into a dimensional outdoor execution, using physicality and humor to turn a familiar advertising device into a street-level brand moment.
Campaign Analysis3 min read
National CineMedia agreed to acquire Captivate for $275 million, bringing cinema, office and residential screens into a combined place-based network of more than 48,000 digital displays across 185 U.S. DMAs.
Industry News3 min read
Trailhead Media CEO John Murrow says digital conversions need disciplined economics, with the company generally looking for a sub-four-year payback rather than converting static faces simply because digital technology is available.
Operations3 min read
Palmer Digital Group has been approved to supply outdoor digital menu boards to eligible Burger King franchisees in the U.S. and Canada. The rollout shows how owned retail screens differ from conventional DOOH inventory.
Retail & Place-Based Media4 min read
Dallas
Electrolit used LED billboard trucks across New York, Los Angeles and Dallas during the 2026 World Cup. The reported results show the format's flexibility—and the operational questions buyers should ask before booking it.
Campaign Analysis4 min read
OAAA, the Ad Council and NHTSA are using a simple national message with heavier relevance in warmer markets. The campaign offers a useful planning model for brands balancing consistency with local context.
Campaign Analysis4 min read
Lemonade's pink roadside sign near Austin compliments drivers who obey the speed limit. The execution is a smart dynamic-creative idea—but it uses radar plus a human spotter, not automated vehicle recognition.
Creative & Technology4 min read
PATRÓN's U.S. campaign uses interactive billboards, murals, kiosks, transit takeovers, 3D screens and mobile OOH to turn a product fact into a repeated consumer question.
Campaign Analysis4 min read
New QMS and Amplified research suggests digital out-of-home can begin producing measurable brand and sales effects after roughly one second of active attention—but the planning lesson is more nuanced than making ads shorter.
Research & Measurement5 min read
