Podcast Summary: MarTech Podcast™

Episode: Will DOOH have more media spend than static billboards?

Host: Benjamin Shapiro
Guest: Alex Weinberger, General Manager of Digital out of Home at AdRoll
Date: April 11, 2026

Overview

This episode explores the rapid evolution and growth of Digital Out Of Home (DOOH) advertising, compared to traditional static billboards. Benjamin Shapiro and guest Alex Weinberger dive into the data trends, technology shifts, and strategic implications driving DOOH’s dominance. Alex argues that DOOH will soon command a majority of out-of-home media spend, thanks to increased demand, investment, and a changed approach to targeted advertising in the physical world.

Key Discussion Points & Insights

1. The Current Landscape of Digital Out Of Home (DOOH)

• Alex Weinberger confidently predicts that DOOH will overtake static billboards in media spend within five years.
• Cites current market share: static billboards still dominate, but DOOH is at “34%” and growing rapidly. (01:56)
• Major industry movement: The four big digital out-of-home media companies (Lamar, JC Decaux, Outfront, Clear Channel) are pushing huge investment into converting old billboards to digital formats.

2. Investment and Industry Transformation

• Clear Channel’s recent acquisition for $6.2 billion signals major confidence in DOOH. (01:56)
• Each billboard conversion costs $500-750k, underscoring the scale and seriousness of the shift.
• Demand “cannot do it fast enough”—media owners and brands are driving expansion simultaneously.

3. The Role of Technology & Programmatic Buying

• Shapiro and Weinberger emphasize that programmatic buying is “changing the game” for out-of-home.
• DOOH allows for smarter, more targeted campaigns, especially appealing in an “AI saturated market” where reaching the right customer at the right time is critical. (01:15)

4. Strategic Implications for Marketers

• DOOH is positioned as not just a digital tactic, but a “smart way to spend your money in an AI saturated market.” (01:15)
• The physical world—using digital targeting—offers advertisers fresh ways to influence at the top of funnel beyond standard digital formats.

Notable Quotes & Timestamps

• Alex Weinberger [01:56]:
  “Fact. I think the data backs that up. A great stat that I like to talk about or a reference is the big four digital out-of-home media companies... They are spending between 500 and $750,000 to convert each individual billboard and they cannot do it fast enough. The demand is there, the investment is there from the media owner side and from the brand from the marketplace... We're at 34%. In five years I definitely expect that to be over 50%.”

• Benjamin Shapiro [02:39]:
  “The world is changing as we think about marketing and the top of funnel is changing and our ability to influence people not only in digital formats, but also use our digital technologies and reach them in a targeted fashion outside of the home is becoming more and more important.”

Important Timestamps

• [01:15] Introduction: Why Digital Out Of Home is "having its moment"
• [01:56] Alex’s data-driven prediction: DOOH to surpass static billboards in spend
• [02:39] Broader perspective—how DOOH fits into the changes in marketing funnels and targeting

Memorable Moments

• Alex’s confident “Fact” when confronted with the episode's central, provocative question sets the tone for the discussion.
• The staggering investment and technological reinvention of billboards highlight just how significantly the industry is transforming.
• The episode reframes digital out-of-home not as a minor channel, but as a key strategic pillar for forward-thinking marketers.

Takeaways

• Marketers should watch the accelerating shift to DOOH as a leading media channel.
• The integration of digital technology with physical world advertising delivers new kinds of audience targeting and top-funnel influence—potentially outperforming traditional digital channels in some respects.
• Big investments by industry leaders signal that DOOH is not a trend but a fundamental transformation in out-of-home media.