Buckle Up for the OOH Ad Gravy Train

Starting next year, the United States will be the center of am OOH sports bonanza. In 2026, the annual Super Bowl game kicks off in February. Then, FIFA World Cup matches will be played in 11 locations. And last but not least, the Summer Olympics returns to Los Angeles in 2028.

DOOH advertisers and platforms are licking their chops in anticipation of brand demand for inventory. But with opportunities come challenges, and in these cases, in the form of Controlled Areas and Clean Zones, not to mention IOC regulations and limited ad placements.

Andy McDonald, SVP of Government Affairs, for the Out of Home Advertising Association of America, Inc. (OAAA) has a lot on his plate. Here’s what that means:

How are cities and event organizers currently defining and enforcing these controlled areas, clean zones and clean venues and what challenges have arisen for non-sponsors trying to gain exposure nearby?

Controlled areas and clean zones are typically established through local ordinances in coordination with event organizers, often covering several blocks around stadiums or fan hubs. These zones are designed to protect official sponsors from ambush marketing, but enforcement standards and communication vary by city. For non-sponsors, the biggest challenge is navigating these inconsistencies – balancing compliance while still finding creative, high-impact placements nearby.

Could you preview key legal challenges you anticipate (e.g. First Amendment, antitrust, local ordinance limits) and how the industry might respond?

OAAA just published our 2025 Fall Legal Report, which provides considerable insight into possible legal hurdles clean zones may face.  These challenges are likely to be based at the federal level upon the First, Fifth, and Fourteenth Constitutional Amendments, while commensurate state-level bases are also most likely available.  Depending on how clean zone regulations are written and enforced will impact how they may be challenged.

The FIFA World Cup 2026 will take place in the top U.S. 20 DMAs. Which specific cities (and venues) are presenting the biggest out-of-home (OOH) opportunity, and where are restrictions expected to be most severe?

Markets like New York, Los Angeles, Dallas, and Miami will offer unparalleled exposure thanks to their transit systems, global appeal, and large-scale digital inventory. At this point, the only host city’s clean-zone regulation to be found online is Seattle’s.  Considering that FIFA probably uses a form agreement, we can’t imagine it varying all that much among the venues, so the restrictions will most likely be fairly uniform.

What innovations in programmatic OOH do you expect to see, and what infrastructural or technology gaps must be addressed between now and 2028?

By 2028, programmatic OOH will play a major role in how brands connect with audiences in real time. We anticipate greater use of contextual and data-driven creative that reacts to event schedules, weather, or crowd movement. To get there, we need to continue building interoperability across buying platforms, expand digital screen networks, and strengthen standardized measurement to enable true omnichannel integration.

In your view, will ad-inventory supply keep pace with demand or will we see major shortages and bidding wars for the best placements?

High-demand venues will absolutely see competitive bidding, especially in the weeks leading up to marquee events. However, the industry is adapting, through temporary installations, new digital surfaces, and early inventory planning, to keep pace with demand. The brands that plan ahead and take a holistic approach to location strategy will be best positioned to maintain ROI.

How are non-sponsor brands succeeding in gaining visibility around major sporting events, particularly in light of the strict zone restrictions?

Non-affiliated brands are finding success by thinking beyond proximity. Many are activating in neighborhoods where fans gather, using mobile OOH, projection mapping, or social integrations to build cultural resonance without infringing on official marks. During recent Super Bowls, for example, several brands used artist collaborations and AR-driven scavenger hunts to engage fans citywide, creating excitement without relying on restricted venues.

Are there case studies of creative “outside-the-box” approaches?

Yes. Some of the most effective examples come from brands that leaned into cultural storytelling rather than proximity. For instance, during recent Super Bowls and major soccer tournaments, non-sponsor brands have activated outside official zones through large-scale murals, AR-powered scavenger hunts, and mobile OOH that traveled along fan routes. Others have partnered with local artists or community events to build organic buzz. These “outside-the-box” approaches prove that creativity and relevance can often outperform location when clean zones may limit access.

Which U.S. cities have the most lenient regimes for OOH during mega-events, and which are more restrictive?

Cities like Las Vegas and Atlanta have well-defined permitting structures and open lines of communication with local officials, making them more accommodating for advertisers. Larger metros like Los Angeles and New York often introduce additional layers of oversight due to event size, zoning complexity, and neighborhood regulations.

What role do digital platforms (mobile, social media, geofencing) play in complementing OOH in these high-stakes event markets?

OOH will remain the backbone of visibility during major events; there’s no substitute for physical presence and scale. But the most effective strategies will blend OOH with digital extensions. Mobile, social, and geofencing amplify OOH’s reach, driving engagement and measurable outcomes that extend long after the initial impression.

Do you expect OOH to remain the central exposure channel, or more as part of an integrated mix?

OOH will remain a central pillar for major global events because it delivers unmatched scale, visibility, and credibility in the physical world. We’re seeing a clear shift toward integration – OOH working hand-in-hand with mobile, social, and digital platforms to extend engagement.

How do you see the ROI and measurement landscape evolving for OOH tied to these global events?

Measurement is evolving rapidly. Advertisers increasingly want unified, real-time visibility into campaign performance: connecting OOH exposure with online behavior, foot traffic, and purchase activity. Expect continued investment in privacy-compliant mobile data, dynamic attribution models, and AI-driven audience analytics that help brands quantify OOH’s role within an integrated marketing mix.