Out of Home Advertising on the Rise

The DL: Out of home (OOH) advertising revenue climbed 3% in Q2 2025, reaching $2.86 billion and bringing year-to-date growth to 2.6%, according to the Out of Home Advertising Association of America (OAAA). Digital OOH led the way with a 9.2% jump, now representing 36% of total sales, while Transit surged 8.9% year-over-year. Financial Services, Communications, and Insurance were standout growth categories, alongside tech and direct-to-consumer brands that continue to expand their presence in OOH. Top advertisers included Morgan & Morgan Attorneys, Apple, McDonald’s, Coca-Cola, and Verizon, with FIFA making a major investment ahead of the 2026 World Cup. OAAA President & CEO Anna Bager noted that OOH is “where brands show up to connect with audiences at scale,” underscoring the medium’s role in delivering attention, relevance, and impact.

Circana Acquires Nielsen MMM

The DL: As media has become both more fragmented and more trackable — and while marketers are under even more pressure to prove the impact of their work — MMMs have returned to vogue. Using statistical analysis tools, MMMs enable marketers to measure media channels, including television, radio, out of home, and, increasingly, digital, to help uncover how those channels affect the entire customer funnel. The move enables Circana to offer a more comprehensive measurement platform that addresses everything from media planning and targeting to in-flight optimization and post-campaign analysis.

Boosting PR Strategy with Share of Voice

The DL: Measuring the impact of media coverage is essential for refining PR strategy, and one of the most effective tools for doing so is share of voice (SOV). Organizations must first define what outcomes matter most like engagement, leads, impressions, or attracting the right audience. Then organizations need to track how often their brand appears in comparison to competitors across chosen media channels. Calculating SOV involves collecting and analyzing brand and competitor mentions over a set period, which not only reveals visibility but also highlights market trends, strengths, and gaps. By regularly monitoring this score and working closely with sales and marketing teams, companies can identify where their media presence is most effective, adjust strategies to reach target audiences, and make smarter, data-driven decisions about where to focus future efforts.

MediAI Minute

Winning Visibility with AEO

DL: Today’s consumer and B2B buyers aren’t doing the typical “googling and clicking.” They are going directly to AI powered assistants that serve up instant answers. This bypasses traditional search results altogether. Brands are no longer competing for links on page one; they are fighting to be cited as and answer on generative AI results. Answer engine optimization (AEO) is a transformation in how brands are discovered, chosen, and trusted. AEO ensures your brand is cited and summarized by AI platforms. Each platform (Perplexity, ChatGPT, Gemini) processes content differently. There is no universal playbook, marketers must optimize for each platform.

To realize AEO’s value at enterprise scale, marketers should:

· Audit for AI readiness

· Drive earned mentions beyond owned channels

· Track LLM presence

· Tie AEO to business outcomes

· Build an always on content strategy