This season, the New York Jets are working with partner Outfront to reach fans through a mix of out-of-home and experiential activations Outfront calls IRL media. The Jets’ sponsor offerings previously centered on broadcast, digital, radio and in-suite experiences. IRL media extends OOH to match how consumers encounter brands in the real world and ties activations into one story. “It’s billboards, it’s bus shelters, it’s digital signage, it’s building wraps and it’s so much more,” said Stacy Minero, Outfront’s chief marketing and experience officer. “It’s also brand pop-ups, interactive brand experiences.” It’s a clear signal of where OOH advertising trends are heading.
Consumers’ desire to step away from phones for real-world experiences is fueling growth:
The Jets play only eight home games at MetLife Stadium this year. Outfront’s New York network — live boards on train platforms and in subway stations plus roadside billboards — lets partners reach fans throughout the day. Possible uses include:
Minero calls it “a new blueprint,” going beyond Outfront’s earlier sports work with events like the FIFA World Cup and Formula E, with more collaboration among the team’s partners and a focus on comprehensive campaigns rather than one-off ads.
IRL media is harder to quantify than digital clicks, and Outfront is working with partners on a measurement ecosystem. “It’s not about just launching campaigns; it’s about creating campaigns that are meaningful and memorable,” Minero said. For upper-funnel channels like OOH and TV, marketing mix models such as Google’s updated Meridian offer one route.
Minero wants to take IRL media further. Outfront’s “Conference Connect” offers IRL media around B2B conferences like Dreamforce and re:Invent, events big enough to take over their host cities. Anywhere a target audience gathers can become a stage.
Design OOH as a story along people’s routes rather than a single billboard. As Hoka’s live-data Times Square screens showed, physical ads can respond to context like digital ones. Build measurement in from the start — QR scans, branded search and regional sales — to protect the budget.
Outfront’s approach combining out-of-home placements such as billboards, transit and digital signage with pop-ups and interactive experiences to tell a brand story across real-world spaces.
The World Out of Home Organization projects global OOH spending of $56.4 billion this year, up 4% from 2025, after 15% growth in 2025.
Measurement. Outcomes are harder to quantify than digital clicks, so brands should plan QR codes, branded search tracking, regional sales and mix modeling from the start.
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