Will DOOH have more media spend than static billboards?

Summary

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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

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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.

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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.

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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.”

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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

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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.

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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.

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Transcript

[Podcast Announcer]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice. Then visit iheareverything.com.

[Benjamin Shapiro]

From advertising to software as a service

[Alex Weinberger]

to data across all of our programs

[Benjamin Shapiro]

and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Podcast Announcer]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

I'm Benjamin Shapiro and joining me today is Alex Weinberger, the general manager of Digital out of home at AdRoll, the growth marketing platform helping brands unify channels and drive performance across the entire funnel. They're also a sponsor of the Martech Podcast. And today Alex is going to explain why digital out of home is having its moment right now. How programmatic buying has changed the game and why the physical world may be one of the smartest ways to spend your money in an AI saturated market. All right, here we go. This is a fun one. Fact or fiction? In five years from now, Digital out of Home will have more media spend than static billboards.

[Alex Weinberger]

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 phone media companies. You've got Lamar, JC Deco out front and Clear Channel who just got acquired by a private equity firm for $6.2 billion. They are spending between 500 and $750,000 to convert each individual billboard and they cannot do it fast enough. Right. The, the demand is there, the investment is there from the media owner side and from the brand from the marketplace. I think you said in the, in the intro to this, we're at 34%. In five years I definitely expect that to be over 50%.

[Benjamin Shapiro]

Alex, I appreciate you coming on the podcast and telling us a little bit about how digital out of Home is having its moment. And, and more than anything, my takeaway from here is 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. Thank you so much for coming on, being a sponsor of the podcast, and being my guest.

[Alex Weinberger]

Thanks, Ben. Great talking to you.

[Benjamin Shapiro]

All right, that wraps up this episode of the Martech Podcast. Thanks to Alex Weinberger, the General manager of Digital out of Home at adroll. If you'd like to get in touch with Alex, you could find a link to his LinkedIn profile in our show notes or on martechpod.com or you can visit his company's website, which is adroll.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or Visit us on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy. Foreign.

[Podcast Announcer]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.