The COVID-19 pandemic has significantly impacted the Out-of-Home (OOH) industry, with clients in key sectors such as Automotive, Travel, Retail & Leisure feeling the pinch. To navigate this challenging period, OOH players must optimize campaigns and understand consumer behavior, moving beyond digital metrics to analyze new data streams like human mobility, vehicular traffic, social media, and financial insights. The sector cannot remain insulated from the crisis, with campaigns paused mainly and not discontinued, but also offering opportunities for OOH's immediacy and contextual flexibility. Consumer mobility has fallen significantly, affecting various groups differently, including agencies, estate owners, and media sellers, who are considering options to reduce expenses and diversify their businesses. The industry is pulling together in response to the crisis, with more flexible terms being offered by landlords, media owners, and agencies. Looking ahead, post-COVID-19 growth prospects for OOH are uncertain, with forecasts ranging from a 6% drop to a 50% decline in overall spend. The industry must learn from previous advertising recessions and be responsible in its response to the crisis, offering joint initiatives and using real-time data to reflect accurate mobility figures.