Like Aotearoa, Digital Out-of-Home (DOOH) advertising is one of the fastest-growing channels in digital media in the U.S., with the U.S. market expected to hit $3 billion in 2025*.
Despite the momentum, the DOOH landscape is still challenged by inconsistent measurement standards and fragmented practices. That’s why this guide was created by the IAB U.S. - to bring clarity, consistency, and actionable insights to help buyers and sellers align on a shared framework for evaluating DOOH performance.
What You’ll Learn:
- How DOOH is currently measured in the U.S. from data collection to attribution.
- Key buying strategies, including audience targeting and programmatic models.
- Best practices for proving performance and maintaining compliance.
- How to integrate DOOH into cross-channel campaigns.
- What sellers can do to increase value and attract buyers.
- Whether you’re new to DOOH or deep in the space, this guide is an essential resource to help you plan smarter, measure better, and drive results.
If you’re an IAB New Zealand Member, you can download this resource here
For further information or to become an IAB New Zealand Member, please get in touch.
* Out of Home Advertising Association of America (OAAA), June 2025
