Key stat: 65% of US marketers and agency executives say digital billboards best support connected commerce goals, the top OOH format named in OAAA and Winterberry Group's March 2026 report.

Beyond the chart:

• The connected-commerce edge isn't just sentiment, it's measurable. OOH lifts purchase intent by 9.8% and brand favorability by 7.8%, beating digital and CTV across every brand metric tested, according to Clear Channel Outdoor and Kantar.
• Meanwhile, programmatic buying amplifies that edge dramatically. Programmatic DOOH drives a 300% increase in purchase intent compared with classic OOH buys, per Talon.

Use this chart: Drop this in your OOH planning deck to show why digital screens deserve the lion's share of out-of-home budget. Use it to benchmark format mix against industry consensus when scoping connected-commerce campaigns, or show this to executives questioning whether printed billboards still earn a place in the plan.

Related EMARKETER reports:

• Out-of-Home Forecast and Trends 2026 (EMARKETER subscription required)
• Programmatic Advertising Forecast and Trends H1 2026 (EMARKETER subscription required)

Methodology: Data is from the March 2026 Winterberry Group and Out-of-Home Advertising Association of America (OAAA) research briefing titled "The Power of Proximity: OOH Media and its Evolving Role in Connected Commerce." 106 US enterprise marketers and agency executives with responsibility for connected commerce programs were surveyed online during November 2025-January 2026.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.