Atlas OOH Blog
OOH Insights, Case Studies & Outdoor Advertising Trends
Posts in January 2026
WHSmith Launches Programmatic Airport Retail Media in the U.S. — What It Means for DOOH Buyers
WHSmith North America Media Network is partnering with In-Store Marketplace (ISM) to activate a programmatic airport retail media network across 350+ U.S. airport stores—combining ~700 in-store screens and in-store audio into one buyable ecosystem.
The 2026 DOOH Creative Playbook: 12 Formats That Stop People (Not Just Reach Them)
DOOH doesn’t need to be “scroll-stopping.” It needs to be route-stopping—built for motion, repetition, and instant recognition. Here are 12 creative formats that consistently win attention in public space.
Billboard Costs in 2026: What You Actually Pay (and What Moves the Price)
Billboard pricing isn’t one number—it’s a stack of variables: location, speed, format, share-of-voice, availability, and campaign length. Here’s how pricing works for static, digital, and programmatic DOOH in 2026.
OOH Attribution Without Guesswork: A Simple Measurement Stack for Search Lift, Web Traffic, and Store Visits
You can measure OOH without pretending it’s a click channel. Use a stack: baseline tracking, geo tests, search lift, store visits, and incrementality methods that match the real-world nature of OOH.
Where to Advertise in 2026: A City-by-City OOH Checklist for Choosing the Right Locations (U.S. Edition)
The best OOH plan starts with the environment: commuter corridors, retail clusters, transit dwell, airports, and neighborhood microzones. Use this checklist to choose locations that match your objective.
Samsung’s Smartify: Turning In-Store Screens Into Monetizable DOOH Inventory (NRF 2026)
At NRF 2026, Samsung introduced Smartify—positioning retailers’ existing Samsung displays as monetizable DOOH + retail media inventory, enabled for programmatic and local buying.
Santa Monica Approves a Digital Display District: Up to 16 Large-Format Digital Displays
Santa Monica advanced a Digital Display District allowing up to 16 large-format digital displays around Third Street Promenade and Santa Monica Place—each capped at 1,000 sq ft and approved through individual development agreements.
San Antonio’s “Times Square-Style” Digital Media & Arts Pilot Draws 13 Proposals
San Antonio’s two-year Digital Media & Arts pilot (up to 10 digital signs) drew 13 proposals—signaling how cities are testing controlled “entertainment district” digital models tied to revenue sharing and public art.
Beaumont, TX Approves Transit Advertising to Fund Bus Stop Improvements
Beaumont’s City Council approved a new transit advertising program for buses and vans, directing revenue to bus stop upgrades like shelters, lighting, and benches—positioning transit OOH as a practical infrastructure funding tool.
Diamond Bar, CA Advances Billboard Rules in Light Industry Zones
Diamond Bar’s City Council approved a first reading of an ordinance to create a regulatory framework for billboards in Light Industry (I) zones—referencing operational standards like brightness/dimming controls and minimum image hold time.
Place Exchange Brings Programmatic Guaranteed DOOH to DV360
Place Exchange announced general availability of Programmatic Guaranteed (PG) for DOOH in Google Display & Video 360—letting buyers lock premium DOOH inventory with guaranteed terms while keeping a programmatic workflow.
Ströer Sale Watch: I Squared Reportedly Drops Pursuit of the OOH Unit
Reports say an I Squared-led investor group dropped its pursuit of Ströer’s core advertising business—showing how macro confidence, financing sentiment, and modernization capex can reshape big OOH deals.
Livesystems + Ringier: Editorial Content Rolls Out Across 13,000+ DOOH Screens (Switzerland)
Starting Jan 1, 2026, Livesystems launched a collaboration with Ringier Media Switzerland to distribute Blick and other publisher content across 13,000+ digital screens—bringing editorial programming into everyday DOOH environments.
Ocean Outdoor Crowns Prost8’s “Bottom-Powered” Interactive DOOH as Grand Prix Winner
Prost8 (with TBWA\\MCR) won Ocean Outdoor’s European Grand Prix for an interactive DOOH idea that turns a digital screen into a playable experience—proof that participation is becoming a premium DOOH advantage.
Morrisons Launches a 300-Screen Store-Entrance DOOH Network (Rollout Begins Q1 2026)
Morrisons awarded Bauer Media Outdoor a contract to install and operate 300 digital screens across stores, starting Q1 2026—a major signal that “store entrance” is becoming paid media inventory.
Budweiser 0.0 Executes a 50+ Screen DOOH Roadblock Across Mumbai’s Western Express Highway
Budweiser 0.0 ran a massive digital roadblock across 50+ premium screens along a 16 km stretch of Mumbai’s Western Express Highway—turning a commute corridor into one continuous brand moment.
TerryWhite Chemmart Expands TWC Connect With 200 In-Pharmacy Screens (Signals a 620-Store Ambition)
TerryWhite Chemmart will roll out 200 digital screens across 100 pharmacies by early 2026, expanding its TWC Connect retail media network—placing screens in high-traffic areas like front-of-store and near the dispensary, with plans to scale broader across its store base.
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VIOOH Partners With Dolphin OOH to Expand Programmatic Access Across 5,000+ U.S. Screens
VIOOH announced a new programmatic partnership with Dolphin OOH that expands access to premium U.S. DOOH inventory—5,000+ digital screens across high-intent venues like grocery, retail, and transit, delivering 50M+ monthly impressions.
McDelivery’s “Morning After” Photos Hit UK OOH & Press — Proof That Real Life Still Wins
McDonald’s and Leo Burnett UK built a McDelivery campaign around real New Year’s Day doorstep photos—capturing the “morning after” mood as it actually looks, and letting authenticity do the creative heavy lifting.
Decathlon Turns Off Returns in January — Turning a Policy Change Into a Behavior Strategy
Decathlon Canada rewired the purchase decision itself—temporarily making a best-selling running shoe non-returnable in January, then rewarding customers with loyalty points if they kept it until February.
Converse Brings Its Star to Life — Turning a Logo Into a Street-Level Character
Converse’s “Keep Making” campaign takes the brand’s iconic star and gives it a physical presence—an ordinary character moving through the city—positioning Converse as a symbol of creativity, individuality, and everyday self-expression.
DIRECTV Advertising Unlocks Programmatic DOOH Inventory for DIRECTV Remote (CES 2026)
DIRECTV Advertising announced at CES 2026 that DIRECTV Remote inventory is now programmatically enabled, giving buyers access to premium TV environments outside the home through DSP workflows.
Retailers like Kroger and CVS plan many more screens for in-store ads in 2026
Kroger and CVS are scaling in-store screen networks in 2026—moving from pilots to structured, sellable retail media inventory inside the aisle.
Carrefour, Carmila, Unlimitail and JCDecaux join forces to accelerate retail media (France → Spain)
A major partnership is building indoor DOOH in malls plus OOH/DOOH along access routes—packaging the retail journey into a unified media product.
Broadsign acquires Place Exchange — consolidation accelerates programmatic DOOH
Broadsign’s acquisition of Place Exchange strengthens the programmatic DOOH supply chain—bringing SSP scale, DSP integrations, and automation deeper into mainstream buying workflows.
BIC Cristal Original Goes “Inkredible” — A Rare Case Where Staying the Same Wins
BIC’s Inkredible campaign reframes the Cristal Original pen as a design and performance icon: unchanged since 1950, capable of writing up to 3km, sold in the billions, and recognized by MoMA as part of its permanent collection.
NRF 2026: In-Store Retail Media Networks Are the Next DOOH Growth Engine
NRF 2026 highlights how in-store screens are being monetized through programmatic advertising—turning digital signage into measurable retail media inventory. Here’s what it means for DOOH strategy in 2026.
OOH Revenue Record Q3 2025: 2026 Media Planning Playbook
U.S. OOH hit a record $2.13B in Q3 2025.
Programmatic DOOH 2026: The Amplification Era Is Here
2026 is shaping up as the year programmatic DOOH becomes easier to execute at scale—powered by AI, consolidated supply, and stronger integration across the media ecosystem.
Hyperlocal DOOH: How Neighborhood-Level OOH Is Winning in U.S. Cities
OOH is becoming more local, contextual, and community-specific—designed for neighborhoods and micro-markets, not generic national messaging. Here’s how to plan hyperlocal DOOH at scale.
DOOH Measurement & Privacy: Proof-of-Display Without Breaking Trust
As DOOH pushes toward verification and attribution, privacy expectations are rising. Here’s how brands and media owners can use proof-of-display and measurement responsibly—without backlash.
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