Out-of-Home has always lived where people live: in streets, stations, shopping areas, campuses, public squares, roadside environments and retail spaces. In 2026, that public role is becoming more relevant than ever. As media becomes increasingly fragmented, personalised and algorithm-driven, OOH remains one of the few channels that can still create shared visibility at scale. It reaches people in the real world, in moments of movement, waiting, shopping, commuting and experiencing.
This year’s report explores the tension between technology and humanity. Data, automation, AI, programmatic buying and impact measurement are pushing OOH forward, while consumers are looking for presence, simplicity, shared experiences and meaningful encounters in the physical world. This makes OOH uniquely positioned to support brand growth, contribute to public infrastructure and play a visible role in society.
This report was made in partnership with the Artemis Academie, Ocean Outdoor, JCDecaux Netherlands, Global Media & Entertainment, JCDecaux Belgium and Bauer Media.
